'Hits Different' launched for AO 2024 and its hero TVC featured thrilling live rallies combined with bespoke eye-catching animations for the featured players. To encapsulate the AO's energy and excitement, we explored several beats across various genres before collaborating with Australian MC, Kween G. The result was “My Reign”, an explosively confident anthem pared with a modern, nostalgic beat full of confident, pulsating beats with swagger, energy, and tension.

After running 'My Reign' for two straight years, the AO wanted to build on our existing palette for AO 2026, but to mix it up with something raw.

A sound that captured our national grand slam’s rule-breaking spirit. We composed a gritty, bass-heavy track, blending voices from a bygone era with driving modern beats.

To pair with the bespoke animations, sound design needed to elevate the sound while not overpowering the music. Using unconventional techniques, we transformed the ordinary into something cinematic. A tennis net, stretched and layered, became Novak’s racquet warp. Grunts, growls, and hissing steam evolved into Nadal’s bull roar.

Tennis Australia has seen record-breaking success for the AO for its first three years running 'Hits Different'

AO 2024
+27% media mentions
+30% year-on-year revenue
Highest-ever attendance

AO 2025
+15% AO social follower increase
+11% year-on-year social channel impressions
Highest-ever attendance

AO 2026
Results incoming

As part of the Australian Defence Force Careers Discovery Hub, we were tasked to design the soundscape to pair with this digital immersive experience.

Being targeted at 18-24 year olds exploring career options in the ADF, the experience needed to sound tactile, precise, and also optimistic as users explore the 3D topography terrain.

With the visual environment taking an abstract form, the approach of sound had to ground the experience. It also needed to provide a local connection to the real world environments that ADF members would experience.

Sound had to provide audio feedback to complement visual feedback, form part of the reward system in completing tasks, and reinforce that something was done.

We explored the use of organic textures paired with futuristic stylised sounds, sounds that met the crossroads of immersive, realistic, inspiring, gaming and optimistic.

LEGO Playwaves was an audio-only experience, so the sound design had to be spot-on. Not just immersive but technically seamless. It would also require pioneering integration between a custom-built effects library and LEGO’s system, queuing an auditory adventure that kids could follow in real time.

We recorded more than 2500 sound effects and 11 ambient tracks, all synced to 200 individual voice commands. The next step was figuring out how to package sound files that could be queued in Akcelo’s backend system. Physical sounds. Ambient spot effects. Bespoke music beds. It was the biggest library we’d ever built, and a world-first for Google Voice Assist.

“Hey Google, talk to LEGO Playwaves.” With this voice command, children could enter an entire universe of story. From the emptiness of space to the rustling grass of an African safari. Each adventure featured over an hour of cumulative sound design, with every effect and ambient track synchronised perfectly.

Canva's sonic palette needed to be simple and organic, like the platform itself. Not minimal, but not overly produced either. After a thorough audit of existing collateral, we began experimenting with subtle compositions and melodic hooks: a simple idea the brand could use as a calling card.

To shepherd Canva through the process, we first stripped the platform down to its basic aural components. What does a mouse click sound like? What does a drag-and-drop sound like? Eventually we engineered 10 original demos. These raw tracks were refined over time, until we landed on a core matrix of bespoke sonic guidelines.

Canva was the perfect example of patient, collaborative sound design. A fluid relationship that evolved over time. Instead of engineering sounds for existing visuals, or one-off tactical campaigns, we guided and shaped the entire sonic direction of the brand.

The challenge then became integrating this bespoke speaker array into a seamless, believable experience. With a clear understanding of where sound would originate across the space, we turned to Dolby Atmos to design a custom spatial layout that mirrored the world we were creating. That framework guided many of our creative decisions, shaping how we told the story and how audiences would enter and inhabit the Stranger Things universe.

From there, we developed a suite of sonic options, blending iconic assets from the show with additional sound design to build out key narrative moments. These were first rendered in stereo and binaural to preview how each idea translated in an immersive context.

Finally, we moved into a Dolby Atmos mix stage, where we refined and balanced the full experience within the exact spatial environment it would later occupy.

The activation saw thousands of people line up to feel this entire experience, resulting in a truly immersive audio experience. Paired with strong visuals, lighting displays and pyrotechnics, the Stranger Things world was truly brought to life in the sky of Sydney Harbour.

Following its success, the activation crossed the pond for the London premiere of ST5.

To create the utility's sonic identity, we needed to build a suite of user interface sounds that reflected the discordant, visceral nature of social media. We had to capture, in essence, the darksound of the internet.

These new forms of disrespect are hidden from view, so our solution was likewise invisible. We turned to the sounds of electromagnetic fields (EMF). The background hums, clicks and whines of laptops and modems. EMF noises have a dark, unsettling vibe, which suited the shadowy corners of social media.

After sourcing and recording an EMF library, we crafted a sonic palette that captured the experience of being young and online. These textures were used to alert parents and guide them through the platform, but also to establish an aural pocket of menace, discord and angst.