WestConnex is an intricate network of underground motorways and flyovers to help ease the ever-troublesome two-lane congested roads throughout South West and Inner West areas of Sydney. The radical plan by the NSW Government was burdened with concerns from politicians, environmentalists, funding bodies, unions, businesses, and residents of Sydney.
However, WestConnex was here to solve a major issue and to help explain the benefits “win over the crowd”, WestConnex required a few local heroes – National Rugby League (NRL) team Wests Tigers and Australian Football League (AFL) team Western Sydney Giants – to share the exciting news of what was coming.
The theme needed to be light-hearted and entertaining to appeal to the masses. Production company Happy Dog Media was appointed the project by creative agency Maverick. Director Jif Morrison had exclusive access to key team representatives and conceptualised the creative approach to recreate the planned WestConnex routes through various training exercises and routines.
This brought to light the fun side of the team ambassadors and avoided a straight down the barrel piece to camera. Encouraged by the use of speed ramping and sound design to draw attention to the advantages of quickly getting from point A to point B, the players at-play nailed the look and feel that WestConnex and Maverick were after.
For Cobox, the pace and timing of the edit was crucial in making this work. The Director Jif Morrison teamed up with renowned editor Gary Barlow to spend a few days locking down the pictures. Paired with animation and finished with composited shots enhancing the scale of the planned routes, lead creative James Anderson took the required key information and weaved it into the style established in the edit suite.
The finals pieces were used throughout social media and live on the big screen at each of the West Tigers and Western Sydney Giants games throughout the football season. The videos were mastered in various resolutions including 4K and YouTube pre-roll formats.
Creative Agency :Maverick
Production Company :Happy Dog Media
Director :Jif Morrison
Sarah Linton :Producer
Editor :Gary Barlow