Queensland X-Ray

Queensland X-Ray engaged Fotomedia to create an eye-catching outdoor campaign, with the goal of advertising their services and locations, but most importantly to differentiate Queensland X-Ray from their competitors by shaking off the straight-laced (and stock photo reliant) image that is prevalent throughout health care marketing.


Our solution aims to break through the clutter of outdoor advertising with short, to-the-point headlines and amusing X-ray skeleton characters in a variety of poses to take advantage of their context/environment: bus shelter advertising and bus side and back advertising.


We were inspired by the experience of getting an X-ray and wanted to detract from any apprehensions the audience might have about the experience (given they can often be invasive and time-consuming) by reminding them how fascinating radiology images are.


The campaign graphics were created in-house with 3D software (3DS Max), allowing us to fit and pose the skeletons within the dimensions of the advertisement, and to create a completely unique and flexible campaign for our client.



The deliverables included graphic design for bus wraps, bus shelters, digital billboards, car wraps, other outdoor signage and advertising, letter box drops and radio ads. This campaign ran across the Gold Coast region for 6 months. Due to the success of this initial campaign the project has been extended and similar designs have been used for marketing purposes across whole of Queensland.


The campaign won Best Creative Execution at the Gold Coast Media Awards.


Client Feedback:

“Working in a very busy marketing team we’re constantly demanding high-quality, creative, unique work. Fotomedia not only provide this, they also offer a superior level of account management so we’re never left wondering where something is. I’d highly recommend getting Fotomedia to work on any of your creative, digital, video and marketing work.”

Sarah Coffey – Marketing Manager – Queensland X-Ray


Fotomedia also provided Campaign Creative for Queensland X-Ray on their latest Recruitment Campaign.