Murdoch University needed to get students to pay attention and embrace what makes their campus truly different. Unlike other universities, Murdoch is a freethinking university that helps each of its students open their minds and truly be who they’re capable of being.

J. Walter Thompson engaged VANDAL to realise the TVC element for the Free Your Think campaign which rolled out across TV, radio, print, outdoor and online. Free Your Think showcases the unique stories of different students and staff who make up the University, each of whom have had their own “Think” brought to life.

With a budget AUD$450,000 for the TV platform only, Free Your Think aimed to cut through the clutter of university marketing, celebrating people's’ different ways of thinking and embracing Murdoch University’s core belief system of challenging convention and promoting innovation.

The design and mechanics of each “Think” were deliberate and simple, illustrating the idea of thoughts in a pure intelligent form. Each “Think” was representative of each of the specific disciplines studied by the real-world selected students and lecturers that featured in the TVCs. The student and lecturers were introduced as minor characters, whilst remaining an important anchor for each specific craft/ area of study.

The art direction was designed to add to the strong but clean and complete communication. All forms were designed to be pure, organic and stylish, reminiscent of seductive sculptures that are constantly evolving.

Each spot, although unique in terms of treatment and stand alone scripts, was shot systematically. Plates were shot prior to the incorporation of CG, design, VFX and composite elements.