With government reforms forcing TAFE into a vastly more competitive market, particularly in the Hair and Beauty departments, Sydney TAFE decided they needed a new campaign that would set them apart from the rest. The job was given to Sydney based creative collective Paper Moose who wanted to push TAFE's online content to a new arena with a daring and unfamiliar aesthetic.
Embracing the Hair and Beauty industries, Paper Moose created a concept that was stylish, edgy and more high fashion than most advertising coming from education sectors. The shoot featured solely TAFE talent; the hair, makeup, fashion and styling departments were all comprised of teachers and students. The 60 second spot showcases the ways in which one can transform themselves and their lives through the teachings of tafe. Director Nick Hunter described it as "A highly collaborative process utilising the in house talents of Sydney TAFE" between the multiple schools, campuses and faculties.
In addition to the 60 sec spot, Behind the Scenes tutorials for hair, makeup and fashion were created, along with print collateral by the Paper Moose in house design team. The campaign will be released in conjunction with the "Be Inspired" App created by The Nest.
Category: Education
Client: Sydney TAFE
Agency: Paper Mooose
Production: Paper Moose (inhouse)
Country: Australia
Director: Nick Hunter
Art Director: Reese Geronimo
Sound Design: Nick Gunn
Agency Producer: Sam Egan
papermoose.com