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Australia produces incredible filmed stories, yet too often, our campaigns struggle to compete on the world stage. Filmmaking is hard enough, but when marketing isn’t built into the process from pre-production, even the best stories risk falling short of their potential. Without strong photography rooted in clear positioning and strategy, the marketing campaign and key art can’t sing, and the first impression suffers. There is nothing more disappointing than a great film being let down by a lack of usable marketing assets.
The Key Art Guide: The Photographer Series brings together some of Australia’s leading entertainment photographers to share what really makes a difference on set and in the studio. These conversations bridge the gap between production and marketing, helping filmmakers, producers, and everyone in the filmmaking process understand the importance of asset capture during production and how to support the process so the eventual marketing campaign can confidently compete.
This 5-part series is a call for collaboration and ambition. By learning from those behind the lens, we can raise the standard of our marketing materials, strengthen the perception of Australian stories, and ensure they reach the audiences they deserve.
Watch the series. Share it with your teams. And let’s build campaigns as strong as the stories we tell.
The Importance of Briefing: Why a clear, strategic brief is the foundation for capturing stills that truly serve a campaign – aligning creative, production and marketing before cameras roll.
Collaboration – Making Marketing Possible: A look at how filmmakers, photographers and marketers can work together early to ensure the story’s visual identity is strong, consistent and ready for release.
Why Plate Photography Matters: How background and texture photography (clean plates) help designers build cinematic, believable worlds and unify every format of a campaign.
Top Tips to Capture the Story: Practical insights from leading entertainment photographers on preparation, access and mindset – real-world advice that makes or breaks a shoot.
Best Practice for Marketing Asset Capture: What photographers wish productions understood: the conditions, communication and access that empower them to capture campaign-ready imagery.
We would love to hear your thoughts on the series, and hope it will help future productions better plan for marketing, and help elevate our films and series to greater heights!
If you’d like to know more, download our PDF resource: A Practical Guide to Great Key Art for more in-depth analysis into how to best facilitate great key art and marketing during production.
t +61 2 9431 3200
e hello@carnivalstudio.com.au
Suite 5, 22 Fred St
LILYFIELD NSW 2040
Sydney Australia
