Telstra ‘Magic of Technology’
Release date: July 18, 2016
Agency: The Monkeys
Director: Andy McFarlane
The brief for Telstra’s ‘Magic of Technology’
The brief for Telstra’s ‘Magic of Technology’ campaign was to bring to life the magic of Telstra’s new technology and networks. This fully integrated campaign (created by The Monkeys) has a strong pathos centered around a quote from renowned science fiction writer and futurist Arthur C. Clark: ‘Any sufficiently advanced technology is indistinguishable from magic’.
Since it’s release in 2016, the ‘Magic of Technology’ campaign has been heralded as Telstra’s most successful campaign, nationwide. With more than 1.5 million views on youtube within the first three months, this campaign had legs on both television and social media platforms.
The Heliguy team played a key role both behind and in front of the camera, creating a key moment in the TVC’s storytelling.
Behind the Camera
The agency wanted to display drone innovation in Emergency Services as part of the campaign. Though drones are being used in increased capacity in various industries (including emergency services), the reality is that drones are simply not used widely for this purpose. Not yet, anyway. This presented a unique challenge for our team. Though it is essential to show what is possible, it was also vital to display what could be happening now. It needed to feel both plausible and futuristic at the same time.
After receiving the storyboards, it became increasingly clear we needed to use a drone that was both reliable around special effects, as well as one that could be easily seen through thick atmos.
To achieve this look, a DJI Inspire FLIR XT Camera was chosen as the hero drone for the following reasons: 1) its shape is universally recognised as a drone, 2) it can be easily seen in profile against the smoke, and 3) the drone’s reliability to fly through smoke without incident, and without much smoke displacement.
In front of the Camera
A key storytelling point within the campaign was the use of new technologies in conjunction with emergency services. To accomplish this, The Monkeys wanted to utilise a hero photography drone along with a series of BTS style shots.
So that’s how we approached our on-camera cameo: like a BTS shoot.
That’s Heliguy crew members Guy Alexander and Alastair Smith as firemen, proving we’ll do anything to make sure you get the shot you want!