So, a year before Apple built a campaign around images 'shot on an iphone', and in the wake of Tourism Australia launching a multi-million $ commercial shot over 33 luxurious shoot days, we kept things very simple and shot our own for Tourism Queensland on a standard SmartPhone camera. 

Then we decided to add #nofilter, by avoiding any kind of grading or effects at all. In fact, we banned the term 'we'll get it in post' altogether.

We also shot some extra content in the form of 'behind the scenes' videos and seeded them out on social channels.