Troy Harvey Graham

Dealers were invited to the Gold Coast for an engaging two-day event experience that kicked off with a powerful Acknowledgement of Country and performance by violinist Eric Avery, who mesmerised the audience from the get-go. Following this, guests were treated to an unexpected reveal of the LandCruiser SE Concept vehicle, vehicle specification and dealership breakout sessions, networking and lunch, before heading out to the Home of the Arts for an evening spectacular.

At HOTA, we captivated the audience with another dazzling vehicle reveal, before inviting everyone to experience an off-road driving course in the All-New LandCruiser Prado. Guests also enjoyed mingling with Toyota’s brand

On day two, it was an immersive experience for the 800-strong crowd as the Toyota Executive Management Team presented an array of business plans, marketing strategies and campaigns, and further amazing vehicle reveals, including the full All-New LandCruiser Prado lineup, as well as the new Toyota Camry. 

With a combination of stunning content, hidden stage theatrics, lighting and audio effects, plus a series of risers built-in the staging itself, we wowed the crowd and took showmanship to the next level. Legendary.

I was extremely proud to creatively direct the identity, online experience and online awards ceremony for the 2021 Telstra National Aboriginal and Torres Strait Islander Art Awards (NATSIAA).

The 2021 experience was originally planned and ready to execute as a live experience in the Northern Territory, when Covid-19 (once again) forced our event to pivot to an entirely online experience.

Hosted by Rachael Hocking and featuring an exclusive musical performance by Electric Fields, the awards were announced across 7 categories, Following the event, an immersive, interactive virtual gallery was opened to the public, featuring the works of all 65 finalists, which could be explored in detail, as well as brought to life at home using AR.

The Australian War Memorial is without a doubt the soul of a nation – and one of the world’s leading memorials. Each year on Anzac Day it holds Australia’s leading Dawn Service and ceremonies, followed by hundreds more ceremonies more around the country.

However, 2020 presented its own unique set of challenges with the Covid-19 lockdown preventing gatherings of any sort – not just at the Australian War Memorial, but right around the country.

In a bid to raise the spirits of the nation, the Australian War Memorial (AWM) and Department of Veterans’ Affairs engaged Imagination Australia to create a series of initiatives that would allow Australians to virtually commemorate our military veterans and connect with loved ones.

More than 50 pieces of emotive video content and digital activations were created, screened on the ABC national coverage, and shared across social media and the Australian War Memorial’s website in the lead up to Anzac Day - allowing Australians to honour the fallen by standing in solidarity in the safety of their own homes.

This included historical video packages, a commemoration of Indigenous servicemen and servicewomen, a series of Anzac Day recipes with celebrity chefs Matt Moran and Katherine Sabbath, live streamed dawn footage from Australian memorials, plus a range of personal interviews from veterans.

At the heart of the site was an interactive portal that invited visitors to place a virtual poppy and personal message on the wall in honour of the fallen, which could also be shared on social media.

Avoid Carguments was a simple campaign across TV, radio, outdoor and in stores. It positioned Navman GPS as the solution to most in car arguments. As a result of this campaign, Navman reached number 1 in the marketplace over rival Tom Tom.

Commonwealth Bank Australia’s new digital innovation business required naming, branding, a website and film, as well as an official launch event to the media. I worked with a dedicated team to help shape the look and feel, as well as give it a unique personality distinct from the Bank itself.

We were engaged to help CommBank develop and bring the new brand to life in a vibrant and unique way.

After several sessions with the CommBank to unpack the essence of the business, build the brand strategy and help craft the story they wanted to share with the world, we helped to guide, name, design and officially launch X15 Ventures and bring the offering to market. We created a striking new logo and a versatile suite of design elements, comprised of vibrant colours to differentiate the business from the Bank’s hero brand.

We also created an engaging website to offer a simple portal for new entrepreneurs and partners to explore the X15 Ventures offering and submit their ideas and enquiries about partnership opportunities.

In February 2020, X15 Ventures was born.

Various pieces of work created for Fuji Xerox printers.

The 2014 Sydney New Year's Eve Telstra YouTube Show was a 4-hour live broadcast from Sydney Harbour. It featured hosts Luke Jacobz, Em Rusicano & Jules Schiller as they counted down to midnight with special guests Troye Sivan and Tyler Oakley. In addition, it featured live music performances by The Temper Trap, Art vs Science and more. 

The 2014 SNYE Telstra App featured world-first 360-degree VR footage, captured on drones flying INSIDE the Sydney NYE Fireworks display. Users could watch on their smart phones and use the device to explore the video's surrounds. In addition, they could also view 360-degree videos of music performances and a stunt flyover of Sydney Harbour.

Other features of the app included live streaming of the 4-hour internet broadcast, Vantage Point Maps, News Feeds, plus a free Midnight Messages function - allowing users to pre-load their NYE messages earlier in the day and have them sent for free by Telstra at midnight, no matter what network they were on.

The app received more than 60,000 downloads in just a few days.

To take the New Year’s Eve celebrations to a whole new level of engagement and excitement, we brought telecommunications leader, Telstra, on board to create stunning Colour Moments where we lit the Sydney Harbour Bridge in the lead-up to midnight. W also created a free, one-of-a-kind smartphone app that would change New Year’s Eve from a passive event for the public to a truly immersive, interactive experience.

Users of the app could join in the Colour Moments through a lightshow function that synced with the Bridge, as well as pre-load midnight text messages to friends that were fired off at midnight (hence avoiding the tiresome midnight network bottleneck) and create messages of goodwill to be projected onto the Sydney Harbour Bridge pylons.

In addition, the app housed a stream of news and video content, plus live information about Harbourside viewing areas and capacities.

74,436 app downloads.

#2 in iTunes App Store

Over 1 million minutes of interaction on New Year’s Eve

33,580 joined in the Telstra Colour Moments

26,348 sent messages to project onto the Sydney Harbour Bridge pylons.

In 2020, during a global pandemic, the Australian wine sector faced many challenges. China, our largest export partner, imposed high tariffs on Australian wine. As a result, many companies who relied on China as a primary export partner needed to find new markets for their wine. Global wine trade events, a key marketing channel for Australian wine brands, were cancelled.

Wine Australia needed to support Australian wineries in their exporting endeavours, and to provide an alternative to in-person activities.

I helped to create ‘Australian Wine Connect’ a virtual marketplace that presents an entirely new framework for doing business at a time of reduced travel, cancelled trade exhibitions and more emphasis on digital interactivity.

The always-on platform offers business-to-business matching services for retailers, importers and on-trade in Asia, USA, UK and beyond. Trade is able to conduct business with Australian wine brands in the Expo, as well as explore and gain education on Australia’s extraordinary and commercially robust wine scene.

A range of ads (outdoor and print) for a work wear clothing company.

Note: The brand would like it to be clear that their logo has been updated since this campaign 5 years ago and it is no longer correctly displayed here in these old ads.

Off the back of the already-running above-the-line advertising featuring a garden gnome being used as a support leg for a broken barbecue, we created a live site activation using garden gnomes as the key characters staging a protest against this kind of abuse. The gnomes were set up in various locations – each accompanied by tags demanding passers-by “Give A Gnome a Better Home!”

The tags also explained the 0% Credit Card promotion, as well as encouraged people to take the gnome and photograph it in a happier location for the chance to win a $1,000 Myer voucher.

2,500 garden gnomes were used to stage rallies around Australia.

250+ gnomes at each location were taken by passers-by in less than 2 minutes.

7,936 ‘Likes’ for a mention of the experience on the CommBank Facebook page, with 633 comments

300 photo competition entries

Conceived the tag line "Refresh your Drink" for Canadian Club in Australia and worked on the new Over Beer campaign, positioning them as the alternative to beer.

The “Over Beer? - Refresh your drink” lines and concept is still being used 15+ years later.

With Richard Branson in town for a brief promotion, I was tasked with getting him to call our agency so we could pitch for Virgin's account. A targeted ad in the back of his promotional vehicle got him to pick up the phone and have a chat. Response rate: 100%