Mirvac launches first integrated brand campaign
The campaign champions the idea that great places start with imagination.
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Mirvac has launched its first integrated brand campaign in the company’s 54-year history, revealing a new brand platform, building the imagine nation, celebrating its role in shaping Australian places and communities.
The campaign champions the idea that great places start with imagination, from the homes Australians live in, to the workplaces they innovate in, to the retail communities they connect and thrive in.
Ben Allen, Mirvac’s Group General Manager, Customer, Brand, and Innovation said: “Building the imagine nation” signals a renewed strategic focus on our brand, and importantly captures the vital essence of who we are and what we do. Mirvac is unique in our integrated creation and curation capability, we imagine, consult, design and develop places and communities, as well as operating and managing them into the future, and our new brand campaign brings this capability to life.
Credits
View on- Agency GAME Creative
- Production Company FINCH
- Director Toby Pike
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Credits
View on- Agency GAME Creative
- Production Company FINCH
- Director Toby Pike
- Animation Mighty Nice
- Post Production/Sound Design Heckler
- Chief Creative Officer Dan Beaumont
- Art Director Cam Hoelter
- Design Director Pim van Nunen
- Executive Producer Susannah Myerson
- Senior Producer Bryce Lintern
- Creative Leader / Writer Steve Jackson
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Credits
powered by- Agency GAME Creative
- Production Company FINCH
- Director Toby Pike
- Animation Mighty Nice
- Post Production/Sound Design Heckler
- Chief Creative Officer Dan Beaumont
- Art Director Cam Hoelter
- Design Director Pim van Nunen
- Executive Producer Susannah Myerson
- Senior Producer Bryce Lintern
- Creative Leader / Writer Steve Jackson
“Imagination is how we break convention, design for the future and create places where people can truly thrive. From workplaces and homes to retail precincts and urban destinations, each project is an opportunity to contribute to Australia’s evolving story.
“The ‘building the imagine nation’ platform is designed to unify Mirvac’s diverse portfolio, residential, build-torent, office, industrial, retail, and funds management, under a single, future-focused brand idea. It will guide brand expression across the business and serve as a long-term creative platform for future brand positioning.” Through imaginative storytelling and an expansive creative idea, the platform supports Mirvac’s role as a company that doesn’t just build buildings, but curates environments, experiences, and communities where Australians can flourish, across residential, retail, office and industrial projects.
Developed by independent creative advisory GAME Creative in partnership with Mirvac’s brand team, the platform has been brought to life through an integrated campaign spanning film, outdoor, social, digital, and owned channels. The creative approach leans into wonder, optimism, and bold visual storytelling, a departure from category conventions and a statement of Mirvac’s confidence in its next chapter.
Dan Beaumont, Founder and Chief Creative Strategist, GAME Creative, said: “Mirvac has always been a creative company defined by its imagination, ambition, and purpose. The challenge with a platform idea of ‘building the imagine nation’ is that you must live up to it. You have to demonstrate this ambition in the most imaginative way possible. It’s rare to help shape a brand story of this scale for a company with such impact on the Australian landscape. We’re incredibly proud of the work and the partnership.”
Every scene of the film has been meticulously hand-crafted and designed to showcase a selection of Mirvac’s prized precincts and communities. The mixed media and collage style was utilised to help portray Mirvac’s unique creation and curation capability, and foundation of imagination for every project.
GAME co-created the campaign idea with Steve Jackson and collaborated with a variety of creators and artists to ensure that every scene was mesmerising and beautiful, from watercolour painting, stop motion, AI diorama image generation, Miyazaki inspired 2D and textured animation to origami, claymation, and live action film, all reflecting the design aesthetic and personality of the Mirvac brand. The overall production was managed by Finch and Directed by Toby Pike. Postproduction companies Heckler and Mighty Nice, with Infiniteyay, created the elements of the final films. The music and soundtrack were all original compositions by Heckler Sound.
