The Public Service Commission (PSC), a NSW Government agency, sought content for the 2023 NSW Government Graduate Program to attract candidates. The program, offering competitive salaries, post-graduate support, mentoring, and permanent roles, encompasses five streams: primary, legal, digital, social work, and engineering.

The campaign concept, "The Guiding Arch," symbolized the program's core purpose, with strands representing the five study areas. The design adhered to the NSW Government's brand guidelines, featuring a 60-second animated hero video outlining the program's scope. Five additional videos showcased each stream through authentic graduate testimonials.

Filming took place in Coffs Harbour and Wagga Wagga, capturing real graduates' experiences. Animated assets ensured thematic cohesion across videos. Social media assets, carousels, and video cutdowns, aligned with the campaign design, presented program details and FAQs. On-brand printed materials supported campus events.

The comprehensive suite of creative assets contributed to a successful marketing campaign, resulting in a record number of candidates for the 2023 Program.