‘Deliberately Different – 2025 Cinema Ad’

We were approached by The Industry School to create an engaging and standout cinema ad for their 2025 campaign, to drive applications for years 10-12 in 2026.

The brief was simple enough: create a 30″ cinema ad that would appeal to 15 year olds wanting a deliberately different school experience, reclaim market awareness and get students to visit their website. The challenge: this needed this concepted, written, shot and delivered within just 5 weeks.

Immediately getting to work by ingesting The Industry School’s newly refreshed branding and key marketing strategies, our writer Tony Walsh created a fast paced and flashy montage script that showcased all the key points of the school while also balancing the overall excitement and possibility that comes with their journey through high school.

Filmed over 2 days at the Industry School campus and various industry partners around the Gold Coast, Tony’s approach to the direction for this cinema ad was to have a visually engaging and slick style that connected each scene with a fun transition, embracing a sophisticated and fun Gen Z style wherever possible.

Using wipes, matched action, POV shots, a turntable on a green screen and a little bit of mixed media to make it feel contemporary, our goal was to create a cinema ad that surprised and delighted, kept viewers attention from start to finish and finished with a cathartic and wholesome ending that captured the feeling of graduating high school.

They say never work with kids and animals, but we love a challenge and decided we’d do both! Luckily, these kids made it easy and our four legged friend (provided by industry partners Gollan Racing) was patient enough to give us just enough takes!

We filmed this cinema ad on the Blackmagic Pyxis 6k and Sigma FF High Speed Cinema Primes, shooting in 3:2 open gate so that we could re-crop for all the different aspect ratios we’d be delivering to as part of a massive rollout.

Post production was handled entirely by our post-production partner 3P Studio with editing by Chris Ashton. When The Industry School team showed it to their CEO and board, their only question was: “How do we get this on TV for the NRL Grand Final on Sunday?”

What started as a campaign for just cinema and their website became: cinema, SVOD, BVOD, broadcast, YouTube ads, TikTok ads, socials, radio & podcast ads, Out-Of-Home like billboards & buses — the absolute works. Suffice to say, we were very happy to see our ad have such success and backing by a client that was absolutely stoked with the results.

CREDITS

Featuring Bailey Brown, Micah Da Silva, Madeline Rushmore, Jordi Elvin, Thomas Adams, Dustin Bryant, Vana Moreno & Claire Bastian.

TIS Director of Brand – Nicole De Vries
TIS Marketing Manager – Marion Revelli

Producer – Genevieve Larin
Writer & Director – Tony Walsh
Cinematographer – Brian Loewe
1AC – David Aponas
Gaffer – Ben Russell
Best Boy – Mungo Heath
Prod. Assist – Isabelle Hutchinson
MUA – Aislynn Maczyszyn

Post-Production – 3P Studio
Editor – Chris Ashton

VO – Ilai Swindells via Scout Management Pty Ltd