100% Pure New Zealand

100% Pure New Zealand. It's widely recognised as one of the world's most successful tourism marketing campaigns.

When Tourism New Zealand and Whybin/TBWA made the decision to give the brand a new visual identity, they asked us to document and tell the story of the creative process. It was a unique collaboration between several NZ creatives, including type designer Kris Sowersby and artist Rangi Kipa, who carved the letters out of native Kauri timber using traditional skills to create a distinct and original typeface.

Director/Writer: Alison Farmer

DOP/Photographer: Simon Clark