Our insight was to make an ad that honoured the very best of local (New South Wales) film craft; from cinematography, editing, to sound and direction. In addition, we decided to create a piece of content that authentically honoured the unique Byron town itself, but avoided the stereotyped clichés of happy surfers and laid-back hippies. Our writer, a Byron local himself, wrote an original poem that proves our knowledge of the culture created a haunting backbone to the entire film-making team.