Study Now, Come Later

In the midst of the global pandemic, Austrade needed to reach international students with a clear, uplifting message: keep pursuing your education online now, and when the world reopens, Australia will be waiting. The challenge? Produce an emotionally resonant, location-based campaign from the streets of New York — while the agency and director were still in Australia, under lockdown.

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Our team had to pull off a full-location shoot in NYC with remote creative oversight, delivering a campaign that looked and felt cinematic, collaborative, and globally connected — all under strict health protocols and production constraints.

Bring Austrade’s “Study Now, Come Later” message to life with authenticity and warmth. The goal was to highlight real international students living and learning in NYC, showing their optimism, daily routines, and future-forward perspective — all while making the viewer feel the pull of what’s possible post-pandemic.

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We needed to strike a tone that was grounded but hopeful, and capture footage that could flex across broadcast, digital, and international education platforms — all while keeping the remote team creatively plugged in every step of the way.

We executed a multi-location shoot in New York City with a lean crew and real-time remote viewing for the agency and director in Australia. Despite the distance, the production felt fully collaborative, with tight creative alignment from pre-pro to wrap.

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The final edit combined grounded documentary-style storytelling with polished cinematography — capturing moments of resilience, curiosity, and connection. The video helped reinforce Australia’s role as a welcoming education destination, even when borders were closed, and served as a timely, emotionally intelligent piece of brand messaging in a moment when the world needed hope.