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After decades of operating in complete anonymity, the Australian Secret Intelligence Service (ASIS) has launched its first-ever public-facing campaign with Entropico, marking a fundamental shift in how the organisation presents itself to the outside world.
‘You. Re-Classified’ is a nation-wide recruitment campaign lead by Creative Director Harrison Dunwell with the campaign film directed by Sebastian Hill-Esbrand. It responds to the challenge of how to connect with new, non-traditional talent whose skills are not typically associated with intelligence work.
The Australian Secret Intelligence Service came to us with a paradox. They require total anonymity to function, yet they need to be visible to recruit the best candidates from different, non-traditional backgrounds into the agency.
Rather than relying on familiar depictions of espionage, the campaign reframes intelligence work as a function of perception. It focuses on individuals who read context where others can't, recognise patterns, and understand the unsaid, positioning these everyday instincts as core capabilities for intelligence roles.
Our creative challenge was translating everyday capabilities into intelligence potential without exposing anything sensitive. We aren’t asking people to change who they are. We’re showing them that who they already are is exactly what ASIS is looking for. What may seem like an ordinary skill to the average person could be highly valuable to ASIS.
Entropico developed You. Re-Classified, ASIS’s first-ever public-facing campaign.
At its centre was a 90-second film directed by Sebastian Hill-Esbrand, which reinterpreted ordinary behaviours through the lens of intelligence work, transforming observation into social navigation, environmental awareness into strategic analysis, and subtle human interactions into information to be decoded.
The campaign extended across airport OOH, digital and social channels, with hidden words, embedded visual cues and geometric brand elements woven throughout the creative to reward curiosity and encourage audiences to look beyond the surface. The production combined live action, VFX, motion design and a film-out process to create a layered visual language that reflected the campaign’s themes of perception and discovery.
By positioning intelligence work as a function of perception rather than espionage, the campaign attracted naturally curious, observant and analytical thinkers. The hidden layers within the creative acted as both a recruitment message and a filter, helping ASIS connect with the type of talent it seeks while introducing the organisation to the public for the first time.
