Product / ServiceTAX INTEGRITY
CategoryA04. Production Design / Art Direction
Idea Creation BMF Sydney, AUSTRALIA

Brief Explanation

The Australian Government integrated campaign was created to educate the Australian community and small businesses about the new laws and measures in place to help address the issue of multinational tax avoidance. Under old laws, some multinational corporations could minimise the tax they contribute to the Australian economy by taking advantage of international legal loopholes.The task was to communicate the steps the government is taking to protect its integrity via a set built to metaphorically represent these loopholes. In doing so it brings simplicity and elegance to what could be considered a complex subject matter. The set was designed and built for real in-camera, ensuring it worked both mechanically and was aesthetically interesting. The campaign was rolled out nationally and includes TV, online videos, and digital, and aims to reassure Australian taxpayers that the Government is taking serious action to ensure profits that are earned here are taxed here.

The Brief

The complex concept of Australian corporate tax laws, was distilled into a simple and clever script that consisted of a large wooden map of Australia upon which a custom marble run was made to represent the economy and tax system. These marbles represented the money that corporations were trying to ship offshore via tax loopholes. These loopholes were then closed using real mechanisms that were built into the set. The set was designed and built for real in-camera, ensuring it worked both mechanically and was aesthetically interesting. Illustrations, 3D CAD blueprints and physics-based visualisation software were used to develop a rough edit before building began. The model was then created with raw and painted wood, metal embellishments, perspex and 3D printed resin. Each element was hand painted, stained, sand-blasted and weathered in accordance with the overarching colour palette and art direction, the finished set an impressive 2.4mx2.4m squared in size.


Name Company Position
Cam Blackley BMF Executive Creative Director
Ant Hatton BMF Creative Director
Jessica Roberts BMF Art Director
Justin Butler BMF Copywriter
Catarina Duardo BMF Catarina Duardo
Christina Aventi BMF Executive Planning Director
Hugh Munro BMF Head of Planning
Steve McArdle BMF Managing Director
Peitra Withaar BMF Senior Account Director
Melanie Pisani BMF Senior Account Manager
Emma Friend BMF Agency Producer
Fiona Gillies BMF Agency Producer
Jonathan (Drop Bear) Chong Photoplay Films Director
Emma Thompson Photoplay Films Producer
Oliver Lawrance Photoplay Films Executive Producer
ALT VFX ALT VFX Post Production
Matt Bennett Freelance Editor
Jay Hawkins Freelance Editor
Simon Ozolins Freelance Director of Photography
Rumble Studios Music & Sound Music & Sound
Karen Liddle Freelance Production Designer
Laurence Pogue BMF Digital Producer
Marissa Karolyi BMF Digital Designer
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