Telecommunications giant Telstra has launched a vibrant new campaign titled "Happy Internetting," bringing a fresh, human-centric perspective to digital connectivity through striking isometric animation. Developed in collaboration with creative agency Bear Meets Eagle On Fire and partner agency +61, the campaign features intricate visual artwork by Salt Lake City-based illustrator Dave Arcade, brought to dynamic life by the acclaimed animation and post-production team at Mathematic in Paris. Directed by Mathieu Betard, the project serves up a visually rich series of vignettes designed to celebrate the diverse, personal ways people experience the internet every day.
The campaign steps away from traditional advertising tropes that lean heavily on raw technical specifications, download speeds, and network bandwidth metrics. Instead, "Happy Internetting" focuses entirely on the user experience—highlighting individual quirks, hobbies, digital subcultures, and online communities.
Micah Walker, Chief Creative Officer at Bear Meets Eagle On Fire, explained the strategic thinking behind the creative direction. Everyone has their own internetting interests and quirks that make service and performance matter to them, according to Walker. The agency wanted to highlight those personal connections in a way that felt celebratory, subsequently offering consumers deals and upgrades tailored more directly to those specific passions.
Alita McMenamin, Head of Brand and Marketing Communications at Telstra, echoed this sentiment, emphasizing a deliberate shift in how the brand communicates its value proposition to the public. People are not particularly excited about raw download speeds; rather, they are excited about what they can actually do online, McMenamin noted. By reframing the conversation, "Happy Internetting" shifts the spotlight away from cold technology and places it firmly back onto the people, celebrating their passions, interests, and the rich communities that make the internet such an integral part of daily life.
To translate this vision into a distinct visual language, the production enlisted the unique talents of illustrator Dave Arcade, known for his densely packed, hyper-detailed isometric compositions. Under the direction of Mathieu Betard, the animation team at Mathematic translated Arcade’s signature aesthetic into 10 distinct, meticulously crafted visual slices. Each scene acts as a miniature world overflowing with personality, retro objects, vibrant color palettes, and intricate storytelling elements that reward closer viewing.
The resulting animations span a wide variety of online lifestyles and subcultures. One frame presents a cartoon blue dog wearing glasses, lounging in a chaotic, vibrant room filled with sneakers, clothing items, toys, a bicycle, posters, and robotic figures set against a striking orange-and-blue background. Another scene depicts a whimsical domestic space populated by quirky, toast-faced animal characters lounging, eating, and playing games while a giant bird peers curiously through the window, surrounded by oddities like balls of yarn, pastries, and ice cream cones.
Other vignettes lean into specific digital hobbies and communities. A kitchen scene offers a playful, surreal perspective from inside a mouth, viewing a woman immersed in culinary creativity amidst groceries, appliances, and a sign reading "LET THE GIRL COOK," while wearing a shirt that says "YES CHEF." Tabletop role-playing games are also represented through a vibrant setup featuring a fantasy group of a wizard, knight, elf, and demon playing amidst books, snacks, monster heads, and a green dragon overlooking the table. A final retro-gaming sanctuary brings together classic consoles, neon signs—including a glowing "Happy Internetting" display—and robotic characters on a blue floor against an orange wall.
The ambitious visual production was supported by an extensive international team of creative professionals. Alongside director Mathieu Betard, Mathematic’s contribution was spearheaded by Executive Producer and Partner Rebecca Rice, Senior Post Producer Gouna Logan, and production coordinators Chiara La Selva and Robin Segura. Composite supervision was handled by Daniel Rodrigues and Astrid Tessier, with animation supervision shared by Mathieu Betard and Leyla Kaddoura, alongside additional animation work by Josh Trotter.
Audio production for the campaign was managed by Rumble Studios, featuring sound design by Tone Aston and Daniel William, original composition by Jeremy Richmond, and executive production by Michael Gie. The illustration assets were represented by Closer & Closer, with production support from Kelly Barbero, senior project manager Camille Valbusa, and production support specialist Theresa Zicolello.
