The Online Engagement and Learning (OEL) team engaged CRE8IVE to create a suite of authentic, upbeat and informative videos for the Jobactive website and mobile apps – designed to support jobseekers from all walks of life, wherever they live.
OEL needed to connect with jobseekers across metro, regional and rural Australia. They wanted more than generic tips – they wanted lived experience. The goal: produce emotionally authentic video stories that entertain, encourage and educate. The content had to be credible, reflect the diversity of real Australians, and be tailored for use across multiple government digital platforms.
CRE8IVE proposed a documentary-style approach, using real people to reflect the varied paths to employment. With a focus on inclusion, we sourced talent and scouted locations across city, rural and regional Australia. Each story aligned with audience cohorts identified by OEL to ensure representation and relevance. We would tell success stories, but never at the cost of honesty.
CRE8IVE managed the entire production in-house: from script to post-production. Six unique stories were captured in six locations, each with its own character, struggles and triumphs. Working with marginalised, first-time talent meant building trust and creating a safe, supportive space. We also developed supporting graphics and social content designed for accessibility and maximum reach.
By focusing on tone, visual quality and truthfulness, CRE8IVE helped transform government advice into something people wanted to watch. Each video shared not just challenges and tips – but hope. The production felt personal, not institutional. Visual storytelling and diverse casting ensured all audiences, no matter their location or background, could see themselves in the content.
The Jobactive video series launched across multiple government platforms and resonated deeply with its audience. The content is now being used to support jobseekers across Australia, from remote regions to major cities. It’s been praised for its sincerity, clarity and emotional resonance. More than just case studies, the videos offer something more powerful: possibility.
