Directed and Creative by Hello Shovel’s Adam Connolly, while at Visual Domain.
Optus Series
How do you turn a telecommunications network into human stories people actually care about?
For Optus, we created a national storytelling series focused on the real communities, powered by their network. From disaster recovery in regional Queensland, to connected wineries in rural NSW, to vulnerable young people supported through the Donate Your Data initiative.
The challenge wasn’t just creating content. It was building a scalable content ecosystem that could maximise reach, engagement, and platform performance from every shoot.
About the project
Optus partnered with Visual Domain to create a multi-episode branded storytelling series for Optus focused on how their network supports communities across Australia.
The series explored real stories around disaster recovery, regional business connectivity, and youth support initiatives through the Donate Your Data program.
As Director and Creative Lead, Hello Shovel’s Adam Connolly developed the creative approach and content strategy for the campaign, designing a scalable production model that maximised deliverables from every shoot.
Each episode generated:
- A hero documentary-style film
- Paid social cutdowns
- Platform-specific edits
- Vertical social-first content
- Organic social add-ons
Filmed across regional and remote Australia, the series was designed to create authentic, human-centred storytelling while delivering flexible content tailored for LinkedIn, Instagram, Facebook, TikTok, and YouTube.
Result
The campaign transformed Optus’ network messaging into authentic, community-driven storytelling designed for multi-platform engagement.
By building a scalable content framework, each production delivered a wide range of assets across paid and organic channels — extending the value and lifespan of every shoot.
The series helped Optus strengthen emotional connection with audiences while reinforcing themes of community, resilience, and connectivity across Australia.
