In April 2011 Film Victoria engaged Studio Round to develop a unique campaign to communicate the benefits of choosing Victoria as a location to an increasingly globally competitive industry. As a result we developed the More in Melbourne campaign to promote the Federal Government's financial offsets for overseas productions that choose to shoot in Australia.
The campaign concept quite literally germinated from finding the word 'More' in 'Melbourne.' The design response involved a rich and layered graphic language coupled with a suite of ‘behind the scenes’ style imagery showing the process and inner-workings of a film set and reiterating how much 'more' could be found in Melbourne.
Photography by Scottie Cameron, the shoot was conducted over 2 days at the Docklands Studios, involving over 50 cast and crew and was the largest shoot Studio Round has ever commissioned.