Tourism Geelong & The Bellarine approached Balance Agency with the challenge of creating a multiyear campaign platform that could shift perceptions of the region beyond a traditional day-trip destination and encourage visitors to look closer, stay longer and discover the layers of experiences waiting to be uncovered. Working closely with the creative team at Balance, I led the art direction for “Curious is Calling”, developing a flexible visual system designed to unify the region’s marketing across every touchpoint. From hero brand films and digital campaigns through to social, print, outdoor advertising and industry communications, the system was built to evolve over time while remaining distinctive and recognisable. At the centre of the campaign are three hero films, each designed around a simple idea: curiosity changes the way we experience familiar places. Using intimate, tactile details before revealing expansive landscapes, the films create moments of discovery that challenge initial perceptions and invite audiences to explore beyond the obvious. Rather than creating a collection of disconnected campaign assets, the focus was on building a cohesive creative platform – one that could tell countless stories across the region while maintaining a consistent emotional and visual identity. As Art Director, I shaped the campaign’s visual direction from initial concept through to production and rollout, collaborating with strategists, writers, filmmakers, photographers and the wider creative team to ensure every execution remained strategically aligned, visually considered and true to the platform. The campaign has since been recognised internationally, receiving nominations across three categories at the Creativepool Annual Awards – Advertising: Digital, Low Budget, and Film – recognising the strength of the creative idea, the effectiveness of the platform, and the ability to deliver impactful storytelling through a considered production approach.