Capturing the Energy of Australia’s First Surf Park
18 months as URBNSURF Melbourne’s exclusive video production partner, Olliepop Studios documented the growth of Australia’s first surf park.
The work focused on capturing not only the waves themselves, but the community, progression and culture forming around the park.
Across this partnership we delivered a wide range of content designed to support visitation, showcase the wave technology and strengthen URBNSURF’s identity as a destination for surfers and spectators alike.
Approach
The partnership focused on building a flexible content ecosystem that could support both marketing campaigns and everyday storytelling.
Projects ranged from cinematic hero edits and product showcases through to fast-paced social storytelling, event coverage and educational safety content.
Filming across multiple seasons allowed us to create a visual library reflecting the full experience of the park.
Content Created
• Seasonal destination campaigns
• Product showcases for eight wave settings
• Community storytelling including women’s sessions and school programs
• Coverage of the Winter Jam surf, snow and music festival
• Event and activation storytelling
• Educational safety content for new guests
Deliverables
• Six seasonal campaigns across two years
• Product promotions for eight wave settings
• Event coverage and community storytelling
• Hero films and social edits for Meta, YouTube and digital campaigns
• Official safety video running continuously in the park
Impact
The partnership helped build a strong visual identity for URBNSURF Melbourne while supporting record visitation and international awareness.
Aerial content from the partnership generated several viral moments, with a trio of sunrise videos reaching more than 6.5 million people globally.
