Australia's biggest community festival, live
5
festival days covered in 2024
<1 hr
from parade to media-ready images
2
festivals in a row
The challenge
Five days. Live deadlines.
A festival that never stops. Moomba runs over a long weekend across multiple sites, from the river to the parade route, with headline moments happening at once.
Media deadlines in minutes. The council's PR team needed parade and Birdman images within an hour to service mainstream media and social.
Conditions that change. Extreme heat in 2024 forced event cancellations mid-festival, so the plan had to change on the fly.
Watch
What we did
Edit on site, deliver in real time.
We embedded a full content team at the festival, with photographers in the field and an editor on site, so images went straight from camera to the council's media team.
A team built for speed
In 2024, three photographers, a producer and an on-site editor covered five festival days, from the parade and Birdman to rides, fireworks and river events.
Images inside the hour
Parade and Birdman selects were edited and delivered within an hour of each event, with 10 to 20 social images a day for council channels.
Video and launch content
Festival B-roll for next year's campaign, launch-day shoots with the Moomba Monarchs, drone footage and family and commercial partner shoots.
Drone permits, police notification and talent consent handled for every shoot.
From the library
Five days, every moment.
Parade · Birdman · River · Rides · Fireworks
The results
Content the council kept using.
- Five festival days covered in 2024, with parade and Birdman images turned around for media within the hour.
- Rebooked by City of Melbourne for Moomba 2025, plus the festival launch, family and commercial partner shoots.
- Festival B-roll and imagery handed over for the council to use in the following year's campaign.
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