Empowering communities through meaning and motion.
Tourism Holdings Limited (thl) is New Zealand's premier tourism company — a global family of RV brands committed to travel that creates genuine value for the people, places and environments it touches. Their second Reconciliation Action Plan is an expression of that commitment on home soil.
A Reconciliation Action Plan (RAP) is a meaningful document, but a document has limits. thl wanted more than that. They wanted their RAP to move; to reach customers, staff and stakeholders in a way that was accessible, felt alive, and reflected the cultural weight of the commitment behind it.
The brief was to bring the RAP design to life through animation and storytelling.
In partnership with IndigeDesignLabs and under the mentorship of Leigh Harris of Red Ochre Republic, we worked alongside a talented team of aspiring First Nations designers to ensure the animation was made with the same integrity it was made about.
The film follows a motorhome through the Australian landscape — a visual narrative that grounds thl's reconciliation journey in the country it moves through. Key design elements from the RAP, including billabong and lagoon icons, were animated with care to honour the reconciliation initiatives they represent. The film closes on thl's Acknowledgement of Country icon: a quiet, deliberate reminder that all roads lead back to that commitment.
For sound design, we worked with both First Nations studios to source natural recordings of Australian wildlife captured in Cairns, where the studios are based. The natural sounds of Australian wildlife — raw, unfiltered, recorded on Country — add a powerful element to the film.
The animation was received with pride across thl's internal team and stakeholder community. A reflection of how rarely this kind of work is made with genuine collaboration at its centre, rather than as an afterthought.