destination NSW: Feel New

May 2025

The 'Feel New' campaign for Destination NSW presents a surreal approach to tourism promotion, utilizing expansive collage techniques to capture the diverse experiences available across Sydney and New South Wales. The creative direction, led by Tommy Cehak and Timothy Woolford, bridges the gap between portraiture and landscape photography by slicing monochromatic imagery to reveal vibrant, multi-layered vignettes of city life, coastal scenery, and cultural events. Executing this visual identity required a combination of photography from Michael Corridore and Tim Georgeson, integrated with graphic design and VFX / visual effects. These artistic, collage-heavy compositions serve to frame the region as an immersive, multifaceted destination.