Creative Direction and Visual Development Thomas Carr Art Direction and Creative Direction: Ella Trengove Strategy: Alex Rog Producer: Zoe Chan 3D Execution and Animation: ANZ with external VFX partners ANZ set out to reintroduce one of its most iconic brand assets, the Falcon, bringing it out of retirement as part of a wider brand refresh. The ambition was to create a moment of spectacle that signalled strength, trust and scale, while reigniting nostalgia with a modern execution. The brief was driven by impact at a hero level, supported by national brand fame through scale. The Bourke Street digital billboard in Melbourne was selected as the single hero site due to its size, visibility and technical capability for large format 3D executions. Sitting in one of the busiest retail and transport precincts in the country, the site offered the opportunity to create a city stopping moment that could not be ignored. I was responsible for the early creative ideation and visual direction of the Falcon revival. Working closely with strategy and creative leadership, I developed the initial concept, scale logic and visual approach for how the Falcon could inhabit one of oOh!media’s largest digital billboards. Through a series of mockups and concept visualisations, I defined how the bird would tower over the building, creating the illusion of a full scale 3D presence. These creative previews were supplied to ANZ and their appointed VFX partners to inform the final animated build. The resulting hero execution saw the Falcon appear at monumental scale, visually as tall as the building itself, commanding the Bourke Street skyline. The execution leveraged nostalgia, power and spectacle to reassert ANZ’s presence in market. To amplify the impact beyond the single hero site, the campaign was extended nationally through scalable 3D adaptations across thousands of portrait digital panels in every Australian state, transforming the hero moment into a full network takeover. Alongside the core creative development, I also produced a post campaign social video that showcased the transformation from hero 3D execution to national rollout, capturing both the scale of the execution and the cultural visibility of the launch. The campaign achieved significant PR pickup and organic social sharing, reinforced by ANZ’s owned channels. Positioned across one of Melbourne’s busiest precincts and scaled nationally, the Falcon relaunch was seen by millions and became one of the most visually dominant brand moments of the period. This project demonstrates the power of early stage creative direction in shaping large scale 3D out of home, where concept, scale and executional thinking must align perfectly to deliver true spectacle at national level.