In the imagination we see what can be. That’s an inspiring line. It’s now owned by Mirvac and it’s part of the developer’s brand campaign, its first in its 54-year history. That it’s a first campaign is not startling. It’s rare for a developer to launch one, and even rarer to build it with palpable creative imagination. This one leans into wonder, optimism, and a striking visual story.
The creative imagination comes from independent creative advisory, GAME Creative, working with Mirvac’s brand team, and the campaign idea was co-created with Steve Jackson @jackojacko&jacko. It champions the idea that great places start with imagination – from the homes Australians live in, to the workplaces they innovate in, to the retail communities they connect and thrive in. The campaign launches Mirvac’s new brand platform, Building the imagine nation.
Ben Allen, Mirvac’s group general manager, customer, brand, and innovation, stated, “Building the imagine nation signals a renewed strategic focus on our brand, and importantly captures the vital essence of who we are and what we do. Mirvac is unique in our integrated creation and curation capability – we imagine, consult, design and develop places and communities, as well as operating and managing them into the future – and our new brand campaign brings this capability to life. Imagination is how we break convention, design for the future and create places where people can truly thrive. From workplaces and homes to retail precincts and urban destinations, each project is an opportunity to contribute to Australia’s evolving story.”
The platform is designed to unify Mirvac’s diverse portfolio – residential, build-to- rent, office, industrial, retail, and funds management– under a single, future-focused brand idea. It will guide brand expression across the business and serve as a long-term creative platform for future brand positioning.
Dan Beaumont, founder and chief creative strategist, GAME Creative, stated, “Mirvac has always been a creative company defined by its imagination, ambition, and purpose. The challenge with a platform idea of ‘building the imagine nation’ is that you must live up to it. You have to demonstrate this ambition in the most imaginative way possible. It’s rare to help shape a brand story of this scale for a company with such impact on the Australian landscape. We’re incredibly proud of the work and the partnership.”
Every scene of the film has been meticulously hand-crafted. The mixed media and collage style was used to help portray Mirvac’s unique creation and curation capability, and foundation of imagination for every project. The result is a collaboration with a variety of creators and artists to ensure that every scene is mesmerising – from watercolour painting, stop motion, AI diorama image generation, Miyazaki inspired 2D and textured animation to origami, claymation, and live action film, all reflecting the design aesthetic and personality of the Mirvac brand. The overall production was managed by Finch and Directed by Toby Pike. Postproduction companies Heckler and Mighty Nice, with Infiniteyay, created the elements of the final films. The music and soundtrack were all original compositions by Heckler Sound.
The Australia-wide campaign covers broadcast, outdoor, digital, social, and owned channels.
Credits:
Client: Mirvac
Chief Stakeholder Relations and Customer Officer: Amy Menere
GM Brand, and Customer and Innovation: Ben Allen
Marketing Brand and Customer Engagement Director: Megan Thomas
Marketing Brand Manager: Joanne Tran
Agency: GAME Creative
Founder: CCS: Dan Beaumont
Creative Leader & Writer: Steve Jackson @jackojackoi&jacko
Art Director: Cam Hoelter
Design Director: Pim Van Nunen
Executive Producer: Susannah Myerson
Film Production Company: Finch
Director: Toby Pike
Senior Producer: Bryce Lintern
Post-Production Company: Heckler
Sound: Heckler Music
Animation: Mighty Nice & Infiniteyay
Media: Metropolis
