Engine Group

Every shot and setup for the QueensLand of Opportunity campaign was captured through the lens of the one and only Jesse Smith, with production support from the crew at Light & Shade.

Capturing everything from boardrooms and beaches to factories and farms, Jesse brought the same enthusiasm, precision and creative instinct he’s known for across Brisbane’s advertising scene, and the results speak for themselves.

The stills don’t just complement the film, they expand the story: authentic portraits of the industries, innovation and people that are putting Queensland on the global stage.

Launching Queensland’s Global Business Brand: QueensLand of Opportunity

Last night, we joined Queensland’s political and business leaders at Queensland Parliament House for the official launch of our state’s new global business brand - QueensLand of Opportunity.

This is a brand built to take Queensland to the world. A bold new identity that showcases the state’s strengths in trade, industry and innovation - from energy to agriculture, education to advanced manufacturing. First stop: India, where the Premier will lead a trade delegation to promote the benefits of investing in Queensland across a broad range of sectors.

Working closely with the team at Trade and Investment Queensland, we brought this brand to life from the ground up. That included everything from the logo and visual identity design to tagline, style guide, and rollout across digital and physical assets including microsite and prospectus.

It’s a look and feel that reflects a state punching well above its weight - one that exports over $105 billion in goods annually, powers 25% of Australia’s total resource exports, and connects the world through 21 seaports and 6 international airports.

This is more than a brand.
It’s Queensland’s invitation to the world.
And we’re immensely proud to have been part of it.

Engine is fired up to welcome Joe Hawkins to the team.
A heavy-hitting creative, Joe brings decades of sharp thinking and world-class craft to the Engine team - and we’re bloody lucky to have him. His resume reads like a roll call of top shops: DDB, VML, Saatchi, McCann, R/GA, Clemenger, 303 and more. His work has picked up metal at Cannes, D&AD, One Show, Clio, Effies, AWARD - the lot.

From Sydney to Singapore, Perth to Aotearoa, Joe’s helped shape creative across just about every category. Now he’s bringing that eye, energy, and experience to Engine.

Welcome aboard mate. Let’s make some noise!