Clients
The Royal Australian and New Zealand College of Ophthalmologists (RANZCO) and Business Events Sydney (BESydney).
Brief
To produce a compelling video that would highlight Sydney’s suitability to host the Asia-Pacific Academy of Ophthalmology (APAO) Congress in 2030. The video would be played as part of a bid to host the Congress.
Audience
Ophthalmologists attending the APAO Congress in Hong Kong in 2026.
Solution
We collaborated closely with our clients and partners to develop a creative solution that would both feature the key talent and showcase the best that Sydney has to offer. With a limited timeframe and a range of constraints including keeping the video to a 2-minute duration, we came up with a solution that met these needs and culminated in a video that would stand out from the competition.
By chance, key talent were to be attending a conference just days after this project began to form. It was decided to engage a local professional video crew to shoot the talent reading short, prepared lines to camera. Thankfully the crew and talent had the flexibility to make this happen, and we would then use this footage for the video. With the overarching thread of the video being to welcome people to Sydney, we selected the takes that embodied a welcoming spirit, and presented the diversity of the talent. The decision to shoot at the conference saved time and budget, as there would be no need to organise a separate shoot. This allowed us to focus the budget on creating a stand-out video.
Given the need to both showcase Sydney and the talent, and to keep to a short duration, our solution was to integrate the talent into some of Sydney’s greatest landmarks such as the iconic Opera House and Harbour Bridge. This ensured that the talent were seen on screen while being embedded within Sydney scenes – effectively achieving the two things at once.
We used motion graphics techniques to achieve this: effectively ‘projecting’ the talent onto these landmarks and adding textural overlays to further integrate them into each scene. Some key examples of these techniques are below. We chose a range of scenes that were iconically Sydney: flying into the harbour city, seeing the Opera House in the evening surrounded by boats, and enjoying food at one of Sydney’s many restaurants.
To complement the scenes led by the talent, we spliced in footage of Sydney’s other attractions such as its beaches and wildlife.
Result
Our clients were very happy with the final result, with resounding agreement that although the resulting bid video diverged from the clients’ original concept, it turned out to be the best possible solution, all things considered. We also delivered the final video to budget and expected timelines – leaving enough time for us to make some small tweaks to optimise the video for the environment where the bid was to take place.
The exciting news was that Sydney won the bid! In fact, the decision reached by the APAO Council was unanimous.
The APAO Congress is expected to contribute A$21 million to our tourism economy, and will attract over 5,000 clinicians, researchers and medical professionals. This wonderful achievement is testament to the power of collaboration, and is a good demonstration of how a creative approach can make all the difference.
Our clients were wonderful to work with, and they did a marvellous job of collaborating closely with us – ensuring that the bid video would reflect the core components of the bid, and would work alongside their bid presentation. While the bid video was only one aspect of the bid, we were humbled and excited to play a part in it.
Behind The Scenes
To achieve the desired effects, a range of techniques were used to blend the talent with the scenes in which we situated them. Here are some examples from the video with explanations. We worked closely with our talented motion graphics artist to create these shots.
Contact Us To Learn More
If your organisation is looking to produce a bid video, simply contact us to discuss and explore options to achieve your vision. We can send through a free, detailed quote.