"Behind the Lens: Capturing the Heart of Australian Unity's NDIS TVC"
Introduction
Behind-the-scenes (BTS) imagery is often the unsung hero of a successful campaign. It offers a unique glimpse into the creative process, providing authenticity and depth to the final product. In 2016, I had the pleasure of working with Sense6 to capture the BTS images for Australian Unity's TV commercial 'NDIS - The Interview,' produced by Airbag for DPR&Co Agency. Here's why BTS imagery is crucial and how it enhanced this campaign.
Why Behind-The-Scenes Imagery Matters
BTS imagery serves several key purposes in a campaign:
Authenticity: It showcases the genuine efforts and emotions behind the scenes, adding a layer of authenticity to the final product.
Engagement: Audiences love seeing the process. BTS images draw them in, making them feel part of the journey.
Storytelling: They tell the story behind the story, enriching the narrative and providing context.
Marketing: BTS content is valuable for social media and promotional purposes, creating buzz and interest around the project.
Capturing BTS for 'NDIS - The Interview'
Setting the Scene
The Australian Unity 'NDIS - The Interview' TVC was a powerful campaign aimed at promoting the National Disability Insurance Scheme (NDIS). The shoot took place in a dynamic and bustling set, with a diverse cast and crew working together to bring the vision to life. My role was to document these moments, capturing the essence of the production process.
The Role of BTS Imagery
BTS images play a pivotal role in humanizing the production process. For this campaign, the focus was on showcasing the collaborative efforts of the crew and the dedication of the cast. Here’s how we achieved this:
Candid Moments: Capturing spontaneous interactions between the cast and crew highlighted the camaraderie and teamwork on set.
Technical Aspects: Showcasing the equipment, setups, and technical preparations provided insight into the complexity and professionalism involved.
Emotional Highlights: Documenting the emotional responses and reactions during key moments added depth to the narrative.
Key Elements Captured
Collaborative Efforts: Images of directors working with actors, crew members setting up scenes, and producers reviewing shots were essential in showing the collective effort behind the TVC.
Technical Preparations: Close-ups of cameras, lighting setups, and sound equipment emphasized the technical expertise required.
Human Moments: Smiles, laughter, and concentration captured the human side of the production, making the campaign relatable and engaging.
Enhancing the Final Campaign
The BTS images we captured added significant value to the 'NDIS - The Interview' campaign:
Social Media Buzz: Sharing BTS content on social media created anticipation and excitement for the TVC release.
Brand Storytelling: The images enriched Australian Unity’s brand story by showcasing their commitment to quality and inclusion.
Audience Engagement: BTS content invited the audience into the world of production, fostering a deeper connection with the campaign.
Conclusion
Behind-the-scenes imagery is more than just supplementary content; it’s a vital component of successful campaigns. Working with Sense6 on the Australian Unity 'NDIS - The Interview' TVC highlighted the importance of capturing these moments. Through candid shots, technical insights, and emotional highlights, BTS images bring authenticity, engagement, and depth to the final product.
At Andrew J Morley Productions, we understand the power of BTS imagery in creating compelling visual narratives. For more insights and behind-the-scenes looks at our projects, stay tuned to our blog or connect with us on LinkedIn.
