Ugly Xmas Rashie
Cooking up bite-sized content
City Parklands
Content
Content Creation
Events
Photography & Videography
Plating up delicious pre-event excitement for Providore Park
In 2025, City Parklands once again popped the cork on the tantalising Providore Park, pairing top drops and tasty treats across one delicious weekend at Roma Street Parkland.
With a program bursting with new events, a host of iconic Brisbane restaurants and artisan suppliers from across the state, Aruga was engaged to deliver short-form video content for social media to drive awareness and excitement before the festival.
To deliver excitement-inducing pre-event content, we created mini event set-ups, highlighted the drool-worthy food and beverages on offer and visited kitchens across Brisbane and the Sunshine Coast to get the inside scoop from the chefs powering the event.
Results
9
pre-event reels created
40,560
views across all content
76
hours of reel watch-time, pre-festival
116
average interactions per reel
81.75%
non-follower views
17,500
event attendees, up 16.5%
Deliverables
Ideation
Initiated an ideation session to understand the 2025 program and client focus and to discuss initial creative ideas. This resulted in a comprehensive pre-production document that detailed all video concepts and outlined the steps to bring them to life.
Content Creation
Created a suite of video assets that highlighted the unmissable experiences at Providore Park, from mock event set-ups, to visiting restaurants in Brisbane and the Sunshine Coast, to capturing in-studio food content.
Post-Production
Managed post-production in-house, including editing and sound mixing.
Winning tactics
Deep diving into the drivers
Highlighting the humansMore than creating content that showcased ‘what’ was available at Providore Park, we dove into research from previous iterations of the event to uncover the emotional and rational drivers for our audience. We coupled these with program inclusions to highlight exactly what we knew our audience was searching for before the event.
Highlighting the humans
People love people, so we shone a spotlight on the chefs and the creations they’d serve at Providore Park. These video assets helped our audience connect with the people behind the scenes, driving watch time and interactions.
Preparation drives performance
With a short timeframe to capture, edit and deliver all content, we focused on creating robust and detailed pre-production plans that ensured all stakeholders knew what to expect before filming began. This preparation significantly reduced post-production time and ensured content delivery was seamless.
