Project Overview
Microflite, Westpac and Life Saving Victoria have shared an incredible 10 year partnership protecting the community of Victoria. To showcase this achievement, we have created vividly inspiring videos, mainly shot through the eyes of helicopter pilot, Andrew Treddinick. We set out to capture the triumphs and challenges lifesavers such as Treddinick experience on a day-to-day basis. Additionally, our video highlights the beauty and robustness of Microflite’s helicopter fleet.
Project Commissioner
Project Creator
Team
The Sensory
Flying Features
Microflite
Life Saving Victoria
Westpac
Project Brief
We were asked to capture the essence of Microflite’s partnership in an authentic and emotional way. The tone of the video is inspiring, taking viewers behind the scenes at Microflite.
Our project showcases beautiful sweeping shots of Victoria's natural landscapes. Viewers are taken on a journey, giving them the sense they are on a rescue mission themselves. Our project highlights Microflite’s capability to tackle demanding search and rescue operations at short notice.
Project Innovation/Need
This video is an example of how we use narrative storytelling to communicate the values, service, and mission of a brand. The emotion keeps the viewer engaged throughout the entire video and helps the story become memorable and sharable. Using this format we're still able to communicate key pieces of information, which you would typically spell out in a corporate video, such as;
1) Microflite use the best equipment, world-class technology.
2) Pilots are extremely well-trained.
3) A highly-respected, industry-leading operation.
4) An exemplary history of safety and service.
Design Challenge
The challenge was making it emotional to ensure the video had a personal connection, a main character to follow, as well as representing the partnership between multiple companies - Microflite, Lifesaving Victoria and Westpac.
The idea was to hold back showing the helicopter for as long as possible. Making a video about a helicopter, you picture epic flying shots, lots of energy, and loud sounds. So we did the opposite.
We started with slow shots of a surfer on the beach, respecting the energy of the ocean, the sound of the water.
From the beach we then showed the facilities and the preparation, starting the helicopter up and slowly building toward the shots of the helicopter flying, and then giving the viewer those epic shots we promised: people being winched up to the helicopter, and a speed boat flying across the ocean. Epic landscapes. Oh, it's almost Michael Bay action on the Victorian coastline.
As the story progressed, we revealed the surfer from the beginning is actually the pilot in the lifesaving helicopter, reinforcing that these heroes are people in our community.
Effectiveness
Microflite had extremely positive feedback from all who saw the video, both internal and external parties. In terms of effectiveness, it certainly did the job of helping raise awareness of the air work department of their company.
Following this success, Lifesaving Victoria asked us to produce a video to summarise their 2020/2021 Summer Season, for a specific event with Westpac.
Westpac shared a shorter version of the video which received over 2,000 'likes' on their Facebook page.
Marketing - Film or Video
This award celebrates creative and innovative visual and audio corporate communications that place an emphasis on design values. Consideration given to the technical, conceptual and aesthetic elements, viewer engagement and message delivery.
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