Broken Hill & Central Darling Campaign, "It's Out There"

Creative Lead

Awarded for Design Effectiveness by AGDA in 2020, "It’s Out There" was a bold tourism campaign developed to reinvigorate travel to Far West NSW in the wake of the devastating 2019 bushfires.

As creative lead for Destination NSW, I guided this campaign from concept to completion. I led the strategic development of the core brand idea and campaign positioning, oversaw user testing, and crafted the key visual language. I collaborated closely with the production agency—contributing to storyboarding, casting, and being on the ground for the shoot alongside the Director of Photography and stills photographer. I also supervised all post-production editing, including visual and audio treatments.

In addition to creative direction, I designed and rolled out all campaign assets across digital and print channels, developed the UX and design of the supporting website, and created toolkits and brand style guides for partner use. As brand custodian, I ensured every touchpoint reflected the campaign’s intention: to inspire connection, drive visitation, and support economic recovery for a region in need.

brokenhill.nsw.gov.au/Community/About-the-city/Its-out-there