Ipswich City Council wanted a photography campaign promoting local walking tracks and outdoor destinations across the region. The brief went beyond landscape photography. The campaign needed to show how real people use these spaces, reflecting accessibility, community, and the variety of experiences available.
Outdoor tourism campaigns rely on authenticity but can quickly become generic if every image feels interchangeable. The campaign also needed to reflect the diversity of the local community, representing a broad cross-section of ages, cultural backgrounds, and life stages while still feeling visually cohesive. Government campaigns rarely land when audiences feel excluded from the picture. Multiple locations also meant changing light and tight production timing across a single day.
Casting was a significant part of the process, ensuring the photography genuinely represented the community it was speaking to. The shoot ran across multiple outdoor locations with a polished, aspirational visual style throughout, balancing strong lighting with a natural feel across every environment.
A high-quality visual library that formed the foundation of a printed brochure and provided flexible assets for future campaign use, with a polished visual identity around the region's outdoor destinations.
More Government work
