The Mission
'Victorian. And proud of it.' is a major state-wide campaign designed to promote inclusion, contribution, and belonging across Victoria. Central to this initiative was Vicky the Truck—an interactive mobile learning hub that traveled regional towns and metropolitan centers to spread messages of social cohesion.
As Director, Michael Beets oversaw a series of immersive 360° VR films integrated into the hub. These films allowed visitors to step into the stories of real Victorians, fostering empathy and understanding of the Victorian Values Statement through a first-person cinematic lens.
By utilizing Virtual Reality, the campaign moved beyond traditional messaging, providing an experiential platform for visitors to engage with the values that bind the community together. Over a two-year tour, the initiative welcomed more than 75,000 people on-board and reached a total audience of 1.5 million people.
