As tertiary education gets more competitive in Australia, its advertising gets more interesting. This one aims squarely at a young musically creative audience. Fenton Stephens uses a range of visual devices to depict the noise of the world’s demands on young people as they make career choices, creating a striking contrast for The Australian Institute of Music (AIM)’s singular dedication to music. In a tertiary education market increasingly full of creative generalists, the new brand platform, Only Music highlights, AIM’s undivided focus and deep industry expertise. At its heart, the platform is a declaration of music’s unique power to connect, move and define us – and a statement of AIM’s commitment to developing the next generation of Australian artists.

The platform launches with a film, Escape the Noise, following a young music lover as she grapples with the noise of everyday life – the competing career advice, the well-meaning parents, the side-hustle sages and self-made millionaires clogging social feeds – before finding clarity and belonging at AIM. Shot in first-person POV, the film puts the audience in her shoes as she navigates that noise and finds her way to the only thing that matters – music.

The film was directed by Melle Branson through Truce and supported by social and outdoor.

Chris Parkes, chief marketing officer at AIM, stated, “Only Music is who we are as an institution. It’s the reason we get up in the morning and a platform we can authentically own. We understand how music students feel. We see them, we hear them, and we’re positioning ourselves as the only place to turn their passion into a profession.”

Fenton Stephens chief creative officer, Alex Fenton, added, “No-one suddenly wakes up one morning and decides that the music life is the one for them. Music in their very DNA. Music is their truth, what they eat, sleep, and breathe. And only music can fulfil them.”

Credits:
Client: Australian Institute of Music 
Ben O’Hara: Chief Executive Officer
Chris Parkes: Chief Marketing Officer
Prats Shiram: Head of Marketing
Gracie Boyle: Digital Content Producer
Oren Ronen: Consultant

Agency: Fenton Stephens
Chief Executive Officer: Simon Antonis
Chief Creative Officer: Alex Fenton
Senior Copywriter: Lou Egan
Senior Art Director: Zoe Yeoman
Chief Customer Officer: Amy Stephens
Agency Producer: Lisa Ramsey
Account Director: Rowie Johns 
Senior Account Manager: Sapphire Suart

Director: Melle Branson
Production Company: Truce Production Co.

Post Production: Manimal Post
Sound: Australian Institute of Music 
Dr Bonnie Green: Original Music, Sound Design and Final Mix
Nic Cecire: Drums
Sam Mudie: Guitar
Jerry Zhang: Guitar Recording Engineer
Jourdain Vitiello: Drum Recording Engineer, Drum Mix Engineer & Final Mastering