Lens & Lumen were engaged by Experience Gold Coast to produce a content campaign challenging the way travellers see one of Australia's most recognisable destinations.

The brief was about perception. The Gold Coast is instantly associated with beaches and theme parks, and the goal was to move audiences beyond that, showcasing the elevated, lesser-known experiences the city and surrounds genuinely offer. Wellness, nature, adventure, entertainment, a side of the Gold Coast that exists but rarely gets the visual treatment it deserves.

Working from a curated itinerary designed to balance iconic landmarks with hidden gems, we produced a full social content suite including short ad creative for socials and a gallery of images built to reframe the destination for an audience who wouldn't have considered it otherwise.