”Where Culture Runs Deep”
The ”Proud City” campaign was shot across 5 days, repositioning the city as culturally diverse and rough around the edges. A beautiful, off-the-beaten track destination that is raw, real and unrepentant.
Our goal was to showcase the melting pot of culture, people, community, and unique locations that can be found in Logan and to evoke a sense of ownership and pride within the community. We have further achieved this through the motif of characters looking directly down the barrel of the lens in various locations across the city. This allows the viewer (a resident of Logan) to connect with the characters and see themselves reflected in this vast multi-cultural community.
Shot with bold colours, movement and energy, the footage reflects the moody urban atmosphere of Logan and the diverse key messages woven into the narrative.
