Sydney's always had the icons: the Opera House, Harbour Bridge, and beaches so stunning the postcards pretty much write themselves. But Sydney's always been better at being looked at than taken seriously.

The new campaign for Destination NSW was about blowing that up, because Sydney isn't just a pretty face. It's a genuine cultural powerhouse that rewards the curious. A series of emotive, textural films backed by a massive OOH campaign, all crafted as a metaphor for what happens when you let Sydney's infinite combinations of experience wash over you.