Every year, thousands of Western Australians travel to the historic town of Toodyay for the annual agricultural show—a beloved regional event celebrating farming, community and country life. Transport WA engaged me to create an original illustration that would capture the spirit of the event and inspire people to make the journey.

The Challenge

The campaign needed to do more than simply promote an event. It had to evoke a sense of nostalgia and adventure, encouraging city-based audiences to reconnect with regional Western Australia and experience the charm of a country show.

The artwork would become the hero visual across campaign touchpoints and needed to resonate with families, train enthusiasts and agricultural communities alike.

The Creative Approach

I developed a completely hand-drawn illustration that celebrates both the destination and the journey.

The artwork incorporates:

• A vintage train, paying homage to the iconic rail experience that transports visitors into the Avon Valley.
• Agricultural elements including farming landscapes, livestock and produce that reflect the heart of the Toodyay Agricultural Show.
• Rolling countryside and regional scenery that capture the beauty of travelling through Western Australia's country towns.
• A nostalgic, handcrafted aesthetic that feels warm, welcoming and authentically local.

The aim was to create an illustration that wasn't just promotional material, but a piece of storytelling—one that invited audiences to imagine the experience before they had even boarded the train.

Client

Transport WA

Result

🎉 Sold out in 2 weeks

By combining heritage-inspired illustration with contemporary campaign thinking, the project successfully captured the magic of a uniquely Western Australian experience and helped drive one of the event's fastest ticket sell-outs.