Industries2 case studies
Tourism & hospitalityEvery destination, every season.
Destinations are seasonal, spread out and busiest exactly when you need to film them. We make the content a network needs, and when a character carries the brand, we set your team up to keep making it.
- National finalist, Financial Review AI Awards 2026
- Discovery Parks · UFC
Discovery Parks · Bruce the Bark Manager, 2026
01The problem
Ninety properties. One look. No shoot window.
A holiday network is many places at once: a coast, a desert, a city edge, each with its own season and its own guests. Filming all of it, all year, is not a realistic brief.
Then there is the character. Once a brand has a mascot, the real cost is using him. Every new pose, park and season would ordinarily mean going back to specialist production.
02The work
Destinations, made repeatable
- 90+Parks and resorts one character representsDiscovery Parks
- 5Channels he runs across, from television to in parkDiscovery Parks
- 2Connected films announcing UFC 312 in SydneyUFC
03How we work
A character your team can run
- 01
Learn the network
Every property and every audience: the parents booking, the children who notice the dog, the grey nomads and the pet owners.
- 02
Set what can't change
Clothing, proportions, coat, face, voice and personality, agreed as non-negotiables before anything is made.
- 03
Build the way of making it
Visual and motion processes and a consistent voice, so a new park or season doesn't mean starting again.
- 04
Train the team
Your marketing team learns to work inside the guardrails, including how to spot an unusable output and fix it.
04Services
The services behind it
- Education Team training and guardrails, so your marketers can keep making approved content.
- AI Content Creation Destination and seasonal content at network scale.
- AI Animation Studio Brand characters in motion, consistent from one park to the next.
- AI Commercials Destination and event campaigns for television and digital.
05Questions
Common questions
Can you show our actual property?
Yes. Real places should stay recognisable, so we work from the place itself, with reference from the site or licensed footage, as with Sydney Harbour for UFC 312.
We already have a mascot. Can you make him repeatable?
That is what we did with Bruce. Discovery Parks and its creative partners built the character; we built the toolkit and guardrails that keep him on brand, and trained the team to use them.
Can our team keep making content after the project?
That is the point. The goal with Discovery Parks was internal control, so nobody has to call an external producer to put Bruce in a new park.
How do you handle seasons and local versions?
One campaign world, then versions. Seasonal, local and property-level content comes out of the same foundations rather than a new production each time.
