Visit Victoria hadn't advertised Melbourne as a potential domestic destination for over 6 years. Although out of market for such a long time, the city still has a unique offering for visitors. It's a destination with great depth and diversity, whether you're talking culture, shopping, food, sport or music.

This campaign plays on the many sides and personas the city has. At any point it can reveal a different side to itself and in the blink of an eye change the mood or direction of your trip.

When watched online the film had an interactive twist, with every seen revealing a side to Melbounre that the film was representing. Enabling viewers to discover and create unique itineries.