nbn

We created a tech and gaming series for the National Broadband Network called 'The Ping', with the aim of reinforcing the relationship between the nbn brand and better gaming. This brief was highly specialised - gamers can smell an imposter from a mile away - so the writer needed to be highly knowledgeable in the gaming space.

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'The Ping' was very involved in terms of production and the series was held to a high journalistic standard, aspiring to explainer video benchmarks such as VOX media.

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I did the research, wrote all of the 6 episodes and directed the interview segments + VO. I would not say 'yes' to making season 2 because it might just kill me, but now I know how to make a proper web series. 

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The world of 'The Ping' lived in a distinctive void, cueing both modernity and history in the world of online. We developed dozens of bespoke elements and sequences to give the series a robustness only found at the highest level of video journalism, laying the groundwork for trust. Beyond this, we trickled gaming easter eggs throughout the series to ensure that gamers felt like nbn 'got it'.

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Despite themselves, the hard-to-please gaming audience took to the series. Where nbn is constantly plagued by hate mail and vicious comments, we saw a significant uplift in sentiment and strong engagement - particularly on TikTok where many use the platform as a search engine. Lots of gamers found this as a resource organically via the platform and thanked nbn for it. We also saw a drastically higher view-through rate than anything nbn has ever produced before. 

 

But man, do people love to hate on the nbn - there were so many comments from people asking nbn to fix their internet. 

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The hub is below, if you have the time I'd highly recommend watching at least one episode to see just how involved this series was. And if you're a gamer, you might just be able to juice your connection without spending a dime.

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Episode hub

 

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