Building Momentum Series
MY ROLE
Creative Director
SKILLS
Concept Development
Visual Identity
Production
Talent Direction
Social Strategy
OVERVIEW
Bi-annually, Stockland's National Employee Roadshow travels over two weeks to Brisbane, Perth, Melbourne and Sydney, delivering key business messages and updates to the 2,000-strong Stockland team.
Ahead of this roadshow, Stockland was heading into an inflection point, a period of increased output and business change, and needed the roadshow to do more than update people on numbers. Beyond the initial brief, there was an opportunity to bring together the voices of employees, customers, partners and tenants into a single story that built genuine camaraderie across the business heading into that shift.
This concept was one I proposed. Rather than another update-format roadshow, I pitched a six-part video series giving equal creative weight to the people who don't usually get camera time - the employees behind the scenes, customers, partners and tenants. The goal was to use that visibility to build a sense of shared purpose across the business right as Stockland ramped into a period of real change.
Process
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Concept Development and Visual Identity
Identified the opportunity and developed the creative concept and visual identity for the five-part series, built to hold together across employees, customers and partners, and four state locations (NSW, QLD, VIC, WA).
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Directing on Location
Briefed and directed the external filming crew in each state, maintaining consistent visual treatment and tone regardless of location or subject.
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Talent and Logistics
Worked with camera-shy participants and a tight turnaround - coordinating employee availability ahead of the roadshow and tenants travelling in from across the country - adapting interview approach for each stakeholder type while keeping every voice inside the same format.
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Edit and Final Look
Led the edit and final look: structuring four states of footage into one narrative, with consistent grading, motion graphics and brand treatment throughout.
Results
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Screened as a six-part series across four states and adopted as a new video capability within Stockland's Employee Roadshow format alongside the existing live components.
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On LinkedIn, the series drew 6,000+ organic impressions and 400+ organic interactions at a 7.5% engagement rate - well above LinkedIn's typical organic benchmark.
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It was well received by Stockland's Senior Leadership Team, landed well internally with staff, and performed strongly across digital channels.
