Tourism Tasmania
HTML5 display banners for The Off Season 2024 — Tourism Tasmania's award-winning winter campaign under the "Come Down for Air" platform. Across sixteen creative suites — from the winter Swimmers and Beaker to the app-install concepts — each was animated and built out across the full standard size set, carrying the campaign's black-and-white world and wry Tasmanian tone from leaderboard to mobile. Shown here: a selected four.
Process
The Off Season doesn't sell a checklist of activities — it invites Australians to become winter people, through black-and-white photography and winter heroes doing the season properly, cold-water swimmers included. The banners' job was translation: keeping that invitation's stillness and wry humour intact inside formats usually built for noise.
Sixteen creative suites — from Swimmers and Beaker to the app-install concepts — were animated and built in Adobe Animate, each adapted size by size across the full standard set rather than auto-scaled, so crop, type hierarchy and pacing hold from a 970x250 billboard down to a 320x50 mobile strip. Lightweight, on-spec and the same campaign at every size.