Royal Australian Air Force unveils 'Up There' via VML

18 March 2024

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An open invitation to every young Australian to come and experience the exciting world that exists ‘up there’.

For many young Australians, a career in the Royal Australian Air Force can seem out of reach. VML's latest campaign breaks down this misconception by showcasing Air Force as the place that their true potential can be realised, allowing them to go further than they ever thought possible.

The campaign builds on the Air Force brand platform with an open invitation to every young Australian to come and experience the exciting world that exists ‘up there’.

Shot by DIVISION, the film captures the unique perspective of Air Force, accompanied by a cinematic score by Massive Music composer, Lance Gurisik.

VML creative director Robyn Bergmann said a career in Air Force is like no other.

"It’s the only job in the world where you’ll transcend the boundaries between land, sky, and space," said Bergmann.

The film showcases Air Force’s fleet including F-35A Lightning II and F/A-18F Super Hornet jets, an E-7A Wedgetail early warning and control aircraft and a C-17A Globemaster heavy airlifter, mixing single pilot and crewed assets.

Each of these aircraft were filmed air-to-air from a L-39 jet with a high-definition gimbal camera, the first time this piece of technology has been used in Australia.

VML chief executive officer, Australia & New Zealand, Thomas Tearle said the latest campaign from the agecny's long-term partnership with Defence Force Recruiting will inspire a new cohort of young Australians to explore diverse careers in Air Force - from medical and intelligence roles, to aviation roles, and beyond, into space and cyber.

"We’re really proud of this campaign and look forward to seeing how our work continues to attract new candidates to consider an ADF career," he said.

The integrated campaign launches with more than 100 assets, spanning TV and cinema, OOH, radio, digital and social.



Client: Defence

Director General Defence Force Recruiting: CDRE Jan Wiltshire

Director Military Recruiting: GPCAPT Chris Ellison

Deputy Director Recruiting Attraction: WGCDR Fiona Van Der Snoek

Deputy Director Recruiting Strategy & Engagement – Air Force: WGCDR September Clare

Staff Officer Recruiting Attraction – Air Force: SQNLDR Patricia Firth

Staff Officer Recruiting Strategy & Engagement – Flight Sergeant Natalie Cowell

Head of Marketing: Justin Stanic

National Marketing Manager: Zerlina Burns

Brand Lead – Air Force: Tom Woods

Marketing Officer – Air Force: Laura Rasmussen


Creative Agency: VML

CCO: Paul Nagy

Group ECD: Jake Barrow

Creative Director: Robyn Bergmann

Creative Director: James Wills

Copywriter: Isabel Evans

Art Director: Amanda Chen

Head of Design: Lewis Brown

Executive Producer: Rachel Rider

Lead Producer: Stevi Russell

Managing Director: Sarah Bailey

Managing Partner: Vanessa Tout

Group Business Director: Rhys Thomas

Senior Account Director: Catherine Collins

Account Director: Joy Hudson, Niall Morrison

Account Manager: Russell Philip

Strategy Director: Dan Brown

Senior Strategist: Lauren Stoeckel


Production Company: DIVISION

Managing Director & Executive Producer: Genevieve Triquet

Producer: Karen Sproul


Aerial Film Company: Aerial Film Australia

Aerial DOP: Peter Beeh


Offline: The Editors

Managing Director & Executive Producer: Nicoletta Rousianos


Online: Fin Design + Effects VFX Supervisors: Mikey Brown

Executive VFX Producer: Alastair Stephen

VFX Producer: Isabelle Howarth

Colourist: Fergus Rotherham


Music Supervision: Big Sync Music

Musical Direction - Big Sync Music: Michael Szumowski

Composer - Massive Music: Lance Gurisik

Sound Design - Massive Music: Abby Sie

Sound Producers - Massive Music: Katrina Aquilia, Georgia Yuncken


Stills: The Pool Collective

Stills Photographer: Simon Harsent

Executive Producer: Courtney Lewis

Producer: Mark Gardiner

Retouching: Sterne Creative

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