Medibank, Australia’s largest health insurer, wanted to reconnect with Australians and demonstrate its commitment to providing for their differing health needs. The ‘i am better’ campaign used real people to celebrate and embrace the diversity and individuality of Australians; portraying parts of modern society that have been largely ignored in traditional media and advertising campaigns.
The TVC, shot by a documentary filmmaker, presented real Australian individuals, couples and families in their own homes, without any scripting, direction or propping. Similarly, the campaign stills were captured in a temporary photographic studio set up on the street and depicted real people shot there and then, without any styling or make-up.
My Role: Art Director