Troy Harvey Graham

My first book, Diagnosis Male, was published by Harper Collins Australia in August 2011. It features a series of short stories based on my own personal medical experiences.

Check it out:

https://www.harpercollins.com.au/9780730492801/

I am very proud to have worked as the Content Director for the Spirit of Anzac Centenary Experience, which toured to 23 locations around Australia and engaged over 350,000 visitors.

The flagship community project of the Anzac Centenary national programme, this free exhibition told the story of Australia’s involvement in the First World War to the present day.

Unlike any other touring exhibition, the Spirit of Anzac Centenary Experience featured 200 genuine artefacts, plus historical stories from the Australian War Memorial placed within a fully immersive and interactive space.

I was extremely fortunate to work on this project from conception to design to completion and delivery.  The Experience was officially launched by the Australian Prime Minister in Wodonga on September 4, 2015 and ended in Sydney in April 2017.

2023 presented an opportunity to bring the extended network of Teammates (employees), Dealer Principals and front-line sales staff together for the first time for one unforgettable experience: Toyota Powerhouse.

Celebrating the strength of the business through its people, this multi-day, multi-sensory program included a series of bespoke, interactive displays that highlighted how each of the different divisions within the business contribute to its overall ongoing success — broadening knowledge across Toyota’s teams and further hero-ing the vital role they each play.

An awe-inspiring business plenary, combining automated staging, a massive LED screen and dynamic show craft to deliver an amazing line-up of ‘All-New’ product reveals, kicked off with an incredible Welcome to Country and Opening Performance featuring Australian indigenous guitarist Chris Tamwoy.

This was followed by a series of inspiring presentations and exciting new vehicle reveals that highlighted the future-focus of the Toyota Motor Corporation.

To cap off the event, a modern, sophisticated and elegant gala experience brought guests together for an evening of celebration with an iconic Australian band rocking the venue until closing.

I was proud to be a part of the creative team who worked on this amazing event. Celebrating the Australian Navy's history at the 2014 International Fleet Review Spectacular, we projected a vibrant story onto both sides of the Sydney Opera House, choreographed a live show with 7 major Navy ships, and brought Sydney Harbour to life with a light show fireworks display like no other - including fireworks launched off the ships themselves. On the night, I also worked as a producer on board one of the ships to help choreograph the live show.

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.

We delivered a major car brand’s National Dealer Conference to help launch its new vision and mission to its dealer network to resounding support and confidence in its brand and business direction.

We created a conference session with video moments, scripting and host segements, followed by a truly spectacular outdoor evening reveal and show, drawing on showcraft and production excellence, featuring projection mapping, pyrotechnics, live music and the latest vision and audio tech.

It began with an electric guitarist on the roof of the HOTA outdoor auditorium, blasting tunes and pyro, followed by an explosive projection mapped display of earth shattering weather conditions, with a vehicle reveal bursting from the rocks to a live Aussie rock band spectacular.

2012-2015

2012 SYDNEY NYE

Working closely with the City of Sydney and Creative Ambassador, Kylie Minogue, I collaborated with the team tasked with gaining worldwide media coverage and developing concepts, artwork and all final creative for: 
- Overall theme, design, logo, look and feel

- Bridge effect & pylon projection

- All ambient media & event advertising

 - All Harbour entertainment

- Lord Mayor’s party (1,200 VIP’s at the Opera House)

- Dawes Point Viewing Area Party (2,000 VIP’s)

- Lord Mayor’s Picnic (Live musical play and activities for special needs children)

- Fireworks soundtracks (9pm & midnight)

- Fireworks creative advice based on designs and concepts

2013 SYDNEY NYE

Alongside the City of Sydney and Creative Ambassador, Reg Mombassa, I worked with Imagination to create the theme and advertising for the event, as well as the themes for the Lord Mayor's Party (Shimmer), the Dawes Point VIP Area (Illuminate), and the Lord Mayor's Picnic (Sparkle In Space). For the Lord Mayor's Picnic, an event for 1,000 special needs children and their carers, I also co-wrote the 3 hour play that ran throughout the afternoon to entertain the guests.

2014 SYDNEY NYE

2014 Sydney New Year's Eve involved collaborating with City on all theming for the event, as well as the Lord Mayor's Party, Dawes Point Viewing Area and the Lord Mayor's Picnic. In addition, I wrote a 4-hour play to entertain the 1,000 special needs children at the Lord Mayor's Picnic, including songs.

The overall theme for 2014 Sydney New Year's Eve was 'Inspire', and was brought to life with the assistance of the Creative Ambassador, Jack Thompson.

2015 SYDNEY NEW YEAR'S EVE

2015 Sydney New Year's Eve involved collaborating with City on all theming for the event, as well as the Lord Mayor's Party, Dawes Point Viewing Area and the Lord Mayor's Picnic. In addition, I wrote an original 4-hour play to entertain the 1,000 special needs children at the Lord Mayor's Picnic.

I was responsible for creating and developing the overall theme for 2015 Sydney New Year's Eve, which was 'City of Colour', and was brought to life with full pylon projections throughout the night and branding throughout the city.

The Toyota Women’s Conference is an annual event, inviting women from across One Toyota to come together as part of a rich community to align and actively contribute to the 2030 People and 2025 DEIB strategies within Toyota Australia.

The theme of 2024’s event was ‘Thrive: Inspiring Progress Together’ – which was brought to life through a dynamic, live floral backdrop and media walls, and further emphasised via immersive lighting. These elements encouraged guests to photograph and share the event as well as take inspiration from it.

The vibrant space enabled all attendees to network, socialise and listen to a range of internal and external presenters covering topics including: imposter syndrome, overcoming limits, wellness, risk taking and finance. These were presented via a main plenary space as well as four breakout spaces. At the conclusion of the event, the main stage backdrop and media walls were removed and rearranged by professional florists to create bouquets for every guest to take as a parting gift from the day.

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.

Known primarily as a credit card company, 2020 was earmarked as a year where Mastercard became known as a technology-first company.

I was involved in creating global Mastercard Experience Centres that demonstrated an understanding of the audience and their business, then translating this into a compelling story as to why their business would be better with Mastercard.

By using powerful data collection and analytics, I was able to build detailed customer and business profiles, which in turn delivered a series of tailored storytelling experiences designed to showcase new solutions to various audiences.

I also collaborated to create an inspiring, scalable, highly flexible living showcase and lab environment that morphs to customer and business needs, gets smarter over time, and can be personalised to Mastercard’s needs.

Users navigate content on the MultiTaction table via a lens to customise their journey. This curates the audience priorities and tailors the experience.

The MultiTaction table acts as a central navigation point, working with large LEDs to showcase stories and bring data to life in engaging ways.

Areas of storytelling include community solutions, products, innovation, and data services.

To conclude, an interactive Innovation map experience identifies priorities and provides clients with a takeaway roadmap for business growth.

Prior to COVID, there were 500+ MEC visits across Sydney, Dubai, New York and Singapore.

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.

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.

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.

This segment-winning video was created to (mockingly) pitch the idea that euthanasia should be compulsory for anyone over 80 years old. It caused a lot of controversy, but was (oddly) championed by euthanasia advocate groups after airing.

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.

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.

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

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%

A short screenplay for an animated film about a young man who wishes upon a star, then has to make a choice of conscience about whether or not he will let the wish come true.

To date the film script has won:

- 'Best Short Screenplay' at the 2014 Amsterdam Film Festival

- 'Platinum Remi Award' at the 2015 WorldFest Houston International Film Festival

- 'Best Short Screenplay for Kids' at the 2014 Moondance Film Festival

- 'Best Short Screenplay' at the 2015 Los Angeles Independent Film Festival

- 'Best Dramatic Short Screenplay' at the 2015 Film Crash Festival 

- 'Best Short Screenplay' at the 2015 Hollywood Festival of New Cinema

- 'Best Short Screenplay' in the April 2015 Digitalmation Awards

- Top three at LA Shorts Fest 2015

- Top Ten in the Screencraft Screenwriting Short Script Competition

- 2015 Award of Excellence at the Canada International Film Festival

- 3rd place at the Honolulu Film Awards

The script has also been a finalist, semi-finalist and runner-up, as well as being named as an Official Selection in many other festivals. 

It has also recently been announced as a finalist in several as-yet undecided festivals, including the God Dog! International Film Festival.

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.

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.

Various pieces of work created for Fuji Xerox printers.