Adelaide’s Floodlight to illuminate interstate

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By Belinda Willis

Remember that television commercial showing a couple on the couch being transported to the Bahamas? Well, the Adelaide creative team behind its making is now doing some teleporting of its own.

Video and film production company Floodlight Media is opening a new office in Melbourne later this month as its staff numbers swell to meet ongoing demand.

“We found Adelaide an amazing launching pad for our business and that it continues to be an ideal place for an head office,” co-founder and creative director Cameron Roberts says.

“The city punches well above its weight in the big names it attracts to the state, and being here meant we were able to prove ourselves on a less competitive stage. It wasn’t long before clients were asking us to fly to the other states to create their content for them.”

The team started in 2015 and specialises in advertising, creative production, corporate video, online live streaming and event coverage, and Cameron says being based in the studios run by the South Australian Film Corporation in Glenside is a great fit.

“Adelaide Studios is a fantastic community and it’s great to be rubbing shoulders with the people based here,” he says.

The Floodlight Media team in its early days when the four team members once worked in close proximity. Floodlight has come a long way since then, expanding interstate.

Many among Floodlight’s clients are now from the global renewable sector including Tesla, Siemens, AGL and Neoen – after the company, established by Cameron and his brother David Roberts, also recently bought another business specialising in the sector, New Era Media.

There are many other sectors they cover including recently providing the live streaming for the Lifesaving World Championships in Glenelg and producing its television content to distribute worldwide.Then there are a number of festival nominated short films including Fisheries Cops featuring Triple J’s breakfast co-hosts Ben and Liam.

Floodlight Media started out when Cameron finished studying film and television at TAFE and joined forces with his brother David – who has 10 years experience in the film industry including working on the popular Offspring television series, 100 Bloody Acres, Sam Fox Extreme Adventures and Red Dog.

When the first projects came up Cameron says neither thought Adelaide was capable of sustaining a full-time business in their field. But they were pleasantly surprised, work snowballed, and in 2015, David met Justin Counihan at the Australian International Pedal Prix.

Floodlight Media in action on an Adelaide Studios green screen shoot of a People’s Choice Credit Union commercial via KWP!

They recognised Justin’s important background in project management, he was installed as managing director and the company was formed. It did not take long for the company to quickly expand, moving from working in a spare room in a share house in the Adelaide Hills to an office at the Adelaide Film Studios hub.

In fact, the team has doubled every year for the last three in a row.

“We now have about 15 staff, we quickly grew out of our first small office and we’re now onto our third at the studios,” Cameron says.

The largest sector of work is in commercial videos for large organisations, and then there are TVCs, including that People’s Choice Credit Union commercial mentioned earlier.

Floodlight was approached by the Adelaide creative company kwp! to help with the credit union advertisement where two people sitting on a couch are transported to a renovated home and the Bahamas by swiping their iPad.

“That was a great project, we landed the VFX work, the backgrounds are completely built in a visual effects 3D space and animated,” Cameron says.

Floodlight Media (jokingly) tries to get into the Melbourne headspace by perfecting avocado lattes ahead of the move. From left, Trent Ninos (VFX), Emily Brockbank (camera operator), Marko Leosk (creative), and Holly Howard (head of production).

Other projects include ongoing work with UniSA, and working with JCDecaux to create a series of promotional videos for the 2017 Toyota AFL finals series.

JCDecaux developed live-link billboards, through which AFL stars could interact with fans, giving them the chance to win their way to the 2017 finals series. The campaign has been viewed over 500,000 times on social media with thousands of shares and comments. There’s also been work with Bendigo Bank, Australian Fashion Labels and the RAA.

“Given the business initially grew entirely from word of mouth, it was clear to us that our SA clients really appreciated our passion, quality and commitment to their product,” photography director David says.

Opening the Melbourne office on March 25 is about expanding the client base.

“We were surprised to find that our approach to film production was in high demand in Melbourne and we increasingly found clients willing to fly us over despite the fact the city has a lot of great production companies,” managing director Justin says.

“So it felt like the natural next step to officially set up shop there to be supported by our Adelaide head office.”

Industry in focus: Creative Industries

Throughout the month of March, the state’s creative industries will be explored as part of I Choose SA.

South Australia is home to a thriving ecosystem of creative businesses and specialists who are delivering world-class works VFX, TV and film production, app development and the VR space. Read more creative industries stories here.

Visit I Choose SA to meet the people building business and industry in SA, and to find out how your choices make a difference to our state.

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