On Track with V/Line: A New Look for Victoria’s Regional Transport
Client
V/Line Corporation
Project
In the wake of the COVID pandemic, the photography library at V/Line, Victoria's regional train service, came to a halt. In an effort to revive V/Line's visual identity, our team was engaged to provide a fresh suite of imagery.
To kick off this project, we recognised the importance of collaboration and consistency across various stakeholders in Victoria's transportation sector. We met with Metro, Yarra Tram, and Public Transport Victoria to discuss the best approach to create a style of imagery consistent across the stakeholders.
We organised a three-day shoot at Southern Cross Station and Ballan Railway Station. Our aim was capturing a wide range of talent that would represent the real demographic makeup of Victoria, including young adults, senior citizens, teenagers, families, and people from diverse ethnicities. Bringing these distinct groups together allowed us to portray an authentic representation of Victoria's population. Additionally, by handling the casting in-house, we saved the client over $30,000 in modelling fees.
During the shoot, we faced a key challenge: restrictions on using artificial lighting on the platforms. To adapt to this challenge, we used high-end cameras, lenses, and light shapers to make the most of natural lighting, resulting in a suite of compelling visuals that captured the dynamic energy of V/Line and the vibrancy of regional transportation in Victoria.
DELIVERABLES
It wasn’t just another shoot—it was an adventure in capturing the spirit of V/Line! With five crew members, 27 talented individuals, and three locations to cover, we set off on a whirlwind three-day journey that spanned 350 kilometers. Despite some challenges, our team took a total of 6,181 shots, carefully selecting the best moments to deliver 1,753 raw files. The result? A fresh and vibrant suite of visuals that perfectly represent the diverse community traveling on V/Line, the backbone of Victoria's regional train network.
