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Qantas Campaign

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Tourism Impact on Indigenous Land

The goal of this campaign was to create an immersive alternate travel experience, driven by a concept of shared learning and respect. I wanted to create a more indigenous focused option for travellers, which not only inspired the viewer but educated them to realise their own impact on an area, either positive or negative.

Through a visual narrative, I aimed to highlight the best values of the indigenous culture in the form of symbols, from an earthy colour palette, indigenous artistic style references, traditional dance, body paint, Dreamtime references, and sacred site representation. From these symbols, I aimed to evoke a sense of cultural pride, identity and cultural enrichment for the viewer

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