When the Adelaide Fringe came back for a refresh of their 2024 campaign to present to an international audience, we knew exactly what we needed to do.

The old campaign featured a slow reel with basic text describing what is supposed to be the biggest arts festival in the Southern Hemisphere, so keeping a similar ‘donut’ format (having the same start and end, and changing the filling), I worked with art directors and account management to come up with a new format.

The idea? Taking the supplied footage and integrating our message within the scenes of a much faster-paced hype reel; one that should captivate international audiences across mediums like TV, outdoor, and even social media. It was even inspired by some social media trends at the time.