AGL

The Challenge

With the closure of Liddell Power Station complete and Bayswater set to retire within the decade, AGL was entering a pivotal moment in its energy transition. But this shift wasn’t just about infrastructure — it was about people.

Employees who had once transferred from Liddell to Bayswater were now facing an uncertain future, and with large power stations in South Australia and Victoria due to close in the coming years, the need for a straightforward, consistent communications approach had never been more urgent.

While AGL had no shortage of material on the subject, it was spread across multiple platforms, teams, and tones. What they needed was a single story—one that could humanise the transition, support those affected, and scale across multiple regions and audiences. It had to resonate with employees, reassure communities, and align with AGL’s broader energy strategy.

Our Approach

We began by developing a project brand and messaging framework that could be flexible to fit any site or situation while maintaining a unified voice. It brought together strategy, structure, and tone and was designed to guide AGL’s internal and external communications through a period of intense change.

To bring this framework to life, we produced four story-driven films — each exploring a different chapter in the transition. From emotional reflections of employees on the ground to business leaders sharing the long-term vision, the films created space for candid conversations. At times, the workers went off-script — but that’s where the real magic happened. What emerged was authentic, grounded and deeply human.

The content was filmed over two days at Bayswater and combined cinematic visuals with sincere, unscripted moments. It showed the scale of the change, the integrity of the process, and the people behind it.

The Result

What began as a brief to unify messaging became something far more powerful — a platform that gave employees a voice, and AGL a clear, confident way to talk about the future.

The content has already proven its value, with AGL describing the films as “a great resource to help us tell an important story.” There’s even been talk of a red carpet premiere for the show’s stars—a fitting tribute to a workforce helping shape the next chapter of Australia’s energy story.

In the end, this wasn’t just about change. It was about ownership, legacy, and the belief that when it’s done right, transition doesn’t just move us forward—it brings people with it.