TMR
About the
project
Mmm public transport – not exactly something you associate with beautiful aesthetics and soothing sounds. For us, the words ‘public transport’ are more like gum stuck to the back of seats and “ew, what’s that stain?”
But, the Queensland Department of Transport and Main Roads (TMR) is dedicated to changing this image, and dedicated to improving public transport all around the state. Part of this effort involved education and communication with the public about their goals and vision for the industry.
And, you know us - masters of communication and ✨razzle dazzle✨. So, who better to jump in and help out.
We wanted people to have an emotional reaction to the video, it needed to inspire hope and awe at the future vision for the transport industry to help people overcome their preconceived notions. To do this, simply animating some buses, bikes and trams wouldn’t cut it. No, we needed to whip out the big guns… we needed a character driven narrative.
Using our main character, Anouk, to guide the story, we were able to explore the many ways public transportation in QLD can make an average person’s life easier. How it can support them, their children, families and day to day life, making it an easier transport option than simply driving your own car.
This, along with a clean and colourful style and sweeping vistas of a transport friendly city, really drove home the hopeful and awe-inspiring feeling that should be synonymous with QLD’s public transport future.
Team
Related projects
Start a
with us
Public transport doesn’t always have the best reputation. For many, it’s associated with delays, overcrowding, and the occasional mystery stain rather than convenience and beauty. But the Queensland Department of Transport and Main Roads (TMR) is committed to transforming this perception, improving public transport across the state, and engaging the public in their vision for the future of mobility.
To communicate this vision effectively, TMR needed a visually compelling animated video—one that didn’t just inform but inspired. That’s where we came in.
The goal wasn’t just to explain the future of Queensland’s transport network; it was to make people feel excited about it. To shift public perception, we needed a video that would evoke hope, inspiration, and a sense of progress. A simple explainer with animated buses and trams wouldn’t cut it—we needed a story-driven approach to create an emotional connection.
{{grid-3photos-v1}}
To bring TMR’s vision to life, we developed a character-driven narrative centred around Anouk, our protagonist. Through her perspective, we explored how public transport can enhance everyday life—making commutes easier, supporting families, and providing a smarter, more sustainable alternative to driving.
By framing the story around real-life benefits rather than just infrastructure upgrades, we transformed public transport from a concept into a personal, relatable experience.
{{grid-4photos}}
To reinforce the video’s uplifting tone and forward-thinking vision, we crafted a clean, colourful animation style featuring:
- A bright, modern aesthetic to reflect an improved public transport system
- Sweeping, cinematic cityscapes to showcase a transport-friendly future
- Smooth, engaging character animation to build an emotional connection
- Seamless transitions and dynamic motion design to maintain energy and flow
The result was a visually rich, high-quality animated video that aligned with TMR’s public engagement strategy while keeping viewers engaged from start to finish.
{{grid-3photos-v2}}
To ensure maximum impact, we fine-tuned the video by:
✔ Optimising story pacing to maintain engagement and emotional impact
✔ Enhancing animation fluidity to create a polished, professional look
✔ Refining colour palettes and compositions to reinforce the hopeful tone
✔ Testing readability and visual hierarchy for accessibility across different audiences
Every element was designed to make the future of Queensland’s transport network feel tangible, exciting, and worth looking forward to.
{{grid-5photos}}
The final animated government communication video successfully captured TMR’s vision, helping shift public perception of public transport in Queensland. By blending storytelling, character animation, and high-end motion design, we created a marketing and engagement asset that encouraged viewers to see public transport as a solution for a better future.
And if you’ve read this far, we’re guessing you were pretty engaged too. 😉
{{grid-3photos-v1}}
