Australian Taxation Office

Seeing the funny side of tax

Australian Taxation Office

The Australian Taxation Office (ATO) required the creation of a web video to promote the introduction of a streamlined online lodgement product (myTax) to make it easier for taxpayers with straight forward tax returns to lodge their returns online.

CRE8IVE developed a clever script and used humour to great effect to get cut-through and grab attention. This approach resulted in an engaging video that extols the convenient and streamlined virtues of myTax in a fun and interesting manner.

With just under half-a-million views across multiple social and digital channels, the web video provided the exposure and awareness surpassed the clients expectations.

On a side note, the promotional video has been a big hit internally with our exec, and has been viewed over 422,000 times through our online TVC advertising, facebook promoted posts, and YouTube views. And we still have two months left of tax time to go. It has been one of the ATO’s hits of the year!

Brendan Woolcock, Communications Strategist (ATO)
Hand-drawn storyboard

What we did

Storyboard and script development, filming, editing, talent sourcing and high resolution stills. The final product was delivered as a 45 second web video ready to upload.

Behind the scenes - Camera operator

Crew and equipment

The web video was shot in one day across three location with a crew of 6 industry professionals including director, creative director, camera operator and sound recordist.

Woman holding mobile device at desk


The web video was filmed in HD with additional still photography shot during the day for use in promotional material.

Guy with a sledgehammer