Ausfilm provides the international film community with direct access to Australias screen incentives, talent and facilities. The brief was to design an overarching brand identity for Ausfilm's premier annual event in Los Angeles, Ausfilm Week.

Key objectives is to advocate new brand positioning for Ausfilm, 'Enterprising conduit' and representing Australian Film Industry's capabilities.

"Using a series of inspirational yet non-conventional photographic images of scenes in Australia, helped to set the right tone for the series of Ausfilm Week events in LA. US studios executives commented positively on the uplifting images when presented. Screen Australia CEO wrote a letter of thanks and congratulations for the evocative marketing materials created. Ad executives at deadline.com commented on the unique and striking banner designs and the ads received a 0.28 click-through rate - very high for that targeted outlet. Requests for Ausfilm Week posters followed the event." Anita Nelving, Head of Marketing and Business Development Ausfilm.

The approach began with moving away from the traditional images of 'Australiana' and replacing it with visually evocative and intimate imagery that tells a compelling story. It suggests an epic experience overlaid with rich textures of Australia as a destination for production. The identity itself is a small play on the US as both a partnership and as a conduit between US and Australian film makers.