Tourism Tasmania tells local stories in latest campaign

Tourism Tasmania is celebrating the state’s locals, its culture and landscapes, in its latest campaign.

Created by Goodoil Films director Justin McMillan and Heckler editor Andrew Holmes with agency Jim Jam, the campaign portrays the ‘untold spirit of Tasmanian life.’

‘Stories told from the inside out’ features the lives of eight craftsmen, including a cheese maker, beekeeper, whisky distillery owner and oyster harvester.

The video showcases their daily routine, as well as the Tasmanian landscapes that surround them.

McMillan said the state’s culinary focus, people and stories were reasons for his involvement in the new work.

“This film scratches below the surface to take you on a journey, ranging from the east coast to regional Tasmania, Hobart and Launceston, and when it came to filming these destinations, food was a really suitable conduit to take us on that voyage,” McMillan said.

Holmes said it was an honour to be part of a “landmark” piece of film.

“The fun begins when I can pull out the strong storytelling moments and for this film it was all about putting the audience directly in the driver’s seat; as though they were right in and amongst the gritty action of this unspoiled and ruggedly handsome landscape.

“Working with an incredibly passionate director such as Justin allows us to push the creative boundaries and feed off each other’s energy to create something truly epic,” Holmes said.

“I’ve never seen Tasmania promoted in this way (here in Australia or overseas), so it was an honour to be a part of such a landmark piece of film.”


  • Client: Tourism Tasmania
  • Agency: Jim Jam
  • Executive Creative Director: Andrew Crocker
  • Production Company: Goodoil Films
  • Director: Justin Goodoil
  • DOP: Jason White
  • Executive Producer: Sam Long
  • Post Production: Heckler
  • Executive Producer; Will Alexander
  • Head of Production: Aborah Buick
  • Producer: Amy Jarman
  • Lead Editor: Andrew Holmes
  • Editors: Corey Farrell & Yavor Dimitrov
  • Colourists: Greg Constantaras & Clement Bouchet

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