Murdoch Creative Academy
2026
Murdoch University was launching the Creative Academy as an umbrella identity that connects communication disciplines and creative areas across campus. Beyond generating awareness, the challenge was to ensure relevance in an AI-driven context, where young creatives are increasingly dealing with questions of authorship, authenticity and purpose in creation.
The strategy was to reconnect students with creativity as a human instinct, positioning creation as something rooted in presence, emotion, and breath, rather than only production and automation. In this context, the black cockatoo, a familiar presence on campus, became a symbolic element of inspiration and belonging.
The creative response centred on a digital manifesto film in which a black cockatoo flies over the campus, casting the shadow of its wings over students experiencing a creative block. As the shadow passes over them, it triggers a moment of breath and inspiration, synchronising them in a creative awakening.
This movement frames the university as a living and safe space for human imagination.
→ creative idea / art direction / copywriting
• creative concept development / manifesto direction
• brand positioning
Collaborated with MESH Consultancy
