Falling dominos bring Telstra's internet experience to life

Telstra's latest campaign has a mesmerising quality to it, capturing the hypnotic allure of falling dominos. This visually stunning short film, crafted by photographer and filmmaker Dan Tobin Smith and art director Rachel Thomas, aims to bring Telstra's home internet experience to life. The film features over 20,000 real, colourful dominos arranged by a team of professional domino specialists.

The bespoke set, built in a large studio space, showcases a series of elegant domino runs that represent seamless internet performance. According to Micah Walker, chief creative officer at Bear Meets Eagle On Fire, "It's a very simple idea where the elegance of the execution reinforces the message."

Brent Smart, Telstra’s chief marketing officer, describes the campaign as a vibrant tableau designed to “capture the imaginations of Aussies and stand-out in a market where everyone continues to focus on tired rational proof points."

Campaign's take: The craftsmanship evident in this campaign is impressive. As viewers watch the film, they can appreciate the considerable effort that went into setting up the dominos even though the intricate domino runs are completed in just seconds. The simplicity of the concept is both visually appealing and effective but still drives home the key message of seamless home internet. The film demonstrates that it is often the most simple ideas that are the most impactful.