EditShare Helps Audiences Experience The Great Barrier Reef in 4K on the World's First Rideshare Submarine Powered by Uber posted: 19/11/2019
EditShare live production solutions capture scUber', Australia's groundbreaking, global tourism campaign promoting the Great Barrier Reef in partnership with Uber
EditShare a technology leader that specializes in collaboration, security, and intelligent storage solutions for media creation and management, teamed up with broadcast solutions expert, Big Planet Media, on the live production of the innovative Great Barrier Reef media campaign scUber'. Developed by Tourism and Events Queensland, the international creative agency Publicis and rideshare giant Uber, the integrated marketing campaign showcased the biodiversity in the marine ecosystem via scUber, the world's first rideshare submarine powered by Uber. EditShare's live production workflow solutions were used to help capture the campaign's maiden voyage and share the stunning 4K content across broadcast and digital channels in realtime, giving the global public the opportunity to experience the magic of The Great Barrier Reef, Australia's largest and most valuable natural asset, at depths of up to 30 meters, with 180-degree views.
Michael Branagh, Group Executive Marketing, Tourism and Events Queensland comments on its impact, The scUber campaign aimed to reset the story of the Reef and grow positive awareness in our key western source markets. We were able to achieve $130 million in advertising space rate from a KPI of $40 million through earned media alone by a combination of efforts across PR, social media, one to one media engagement, all while leveraging EditShare's flexible media production technology with 95% of all stories on message and positive. The campaign resulted in three times more positive social sentiment of the Great Barrier Reef. Further, early indications show that the positive impact of scUber has led to an uplift in bookings and an increase in intention to visit Queensland from the long-haul markets. Being able to share such visually compelling content in real-time around the world contributed to the success we achieved with this campaign.
Set on the remote Heron Island in Queensland, Australia, the live production faced unique infrastructure challenges. Big Planet Media Founder and Director, Lindsay McNeill along with EditShare's Paul Hayes and Bayon Shahidi, designed a live production workflow that leveraged EditShare EFS media engineered shared storage and Flow Media Asset Management to facilitate the technically advanced, multi-format campaign on location. The high-performance, rock-solid EditShare workflow and collaboration capabilities allowed Big Planet Media and Publicis creative teams to capture and distribute live 4K and HD content from the groundbreaking scUber voyage in a myriad of news, commercial and press packages.
McNeill explains the nuances of producing a large live event from a remote location, Our charter was to create an infrastructure that could capture live feeds in both HD and 4K from inside the scUber and make that content immediately available to two distinct groups, creative teams and journalists. Heron Island is a national park and bird sanctuary and an incredibly challenging place to do a technically intricate production like scUber. There was very limited infrastructure and no cellphone reception. We had to bring everything in. McNeill continues, With the benchmark being immediate global awareness and publicity, it was crucial for both the creative teams and journalists to have access to the content to prepare and distribute marketing packages and news stories in real-time in their required format, whether they are accessing that content on the island or from a creative office or newsroom located halfway around the world. EditShare gave us the live production media foundation to reliably facilitate content flow for both 4K and HD formats from scUber to the various stakeholders with embedded production tools to collaborate on creating marketing packages and press kits very quickly.
The EditShare project sharing collaboration tools facilitated fast content production and media sharing among creative teams. The unique repository served to organize marketing and press assets by category: drone footage, island vision, reef vision, underwater reef vision, scUber underwater vision, and scUber behind the scenes enabling straightforward access and story diversity.
Vicki Lee, head of broadcast and content, Publicis Worldwide (Aust), notes the importance of generating content in real-time for such a large scale project, We had an extremely tight timeline to shoot footage of our scUber sub in water for all our broadcast, social and digital, launch requirements. We had 24 hours to shoot this footage, ingest it into the EditShare system and then edit immediately for material to be dispatched that night. Our deadline demanded that the footage be top quality as there was no time for low resolution ingest and offline editing, followed by the conform of high-resolution footage for grade, online and mastering. By forgoing the traditional workflow systems and leveraging EditShare we were able to successfully execute on our fast turnaround approach to this campaign without missing a beat.
Paul Hayes, regional sales manager - Asia, EditShare comments, The beauty of the EditShare live production solutions is that it's incredibly flexible, especially for a scenario like this where the minutes really count. With immediate access to 4K and HD simultaneously, EditShare facilitates the creative workflow, enabling storytellers to use the tools they are familiar with to create compelling content that engages audiences across linear and new media channels.
About EditShare
EditShare is a technology leade
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
14/11/2026
Longtime MLB Network employee David Maybrown passed away Thursday at the age of 57. David joined MLB Network in 2009 shortly after its launch, beginning as an i...
14/11/2026
Modular innovators introduce two guitar-based products
ADDAC System's recently introduced Four String Series makes it possible to integrate physical str...
14/11/2026
Marcelo Dai's Live Session Captured with URSA Cine Immersive
Brie Clayton November 14, 2026
0 Comments
Artist takes viewers on an immersive journe...
14/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
14/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
14/11/2026
Newest Lenses, Horizon Anamorphic Seminar & Guided Lens Character Experience Highlight Creative Possibilities
At the 2026 Toru CAMERIMAGE Film Festival, ZEISS...
14/11/2026
Sonnet Announces Black Friday Sale on Select Products
Brie Clayton November 14, 2026
0 Comments
WHAT: Sonnet Technologies is having a sale on a select...
14/11/2026
Berklee Alumni Shine at the 2026 Latin Grammy Awards This year's winners included songwriters, engineers, and performers who contributed to acclaimed reco...
13/11/2026
The UIM E1 Series wraps its third season this week with the Bombay Sapphire E1 Miami GP, Nov. 11-14, on Biscayne Bay at the Miami Seaplane Base on Watson Island...
13/11/2026
In-venue and creative video staffers at the professional and collegiate level ha...
13/11/2026
Singer-songwriter Benson Boone will headline entertainment for the Discover NHL Winter Classic between the Utah Mammoth and Colorado Avalanche at Rice-Eccles St...
13/11/2026
Blackmagic Design has announced the Blackmagic Ambisonic Microphone, a 7th order ambisonic microphone array that captures spatial audio for immersive video prod...
13/11/2026
SMPTE has announced that The Studio B&H and Riedel Communications will provide the video infrastructure and communications technology for the Solutions Hub at t...
13/11/2026
The Hollywood Professional Association (HPA) has announced the theme and program focus for the 2027 HPA Tech Retreat, which takes place Feb. 14-18, 2027, in La ...
13/11/2026
Football Manager 27 Touch is available on Apple Arcade starting today. The game ...
13/11/2026
MotoGP has announced a two-year media rights agreement with ESPN covering the Un...
13/11/2026
Apple Sports, the free iPhone app, has added the Ultimate Fighting Championship (UFC) to its lineup of supported sports, in time for Saturday's UFC 334. The...
13/11/2026
The NBA and Fanatics Studios, the joint venture between Fanatics and entertainme...
13/11/2026
ESPN held its annual EDGE Innovation Conference last night and offered up an ove...
13/11/2026
Regional sports network gives Ithaca College, SUNY Cortland students a platform to thrive
One of the biggest games in Division III college football will be pla...
13/11/2026
Studer-inspired 500-series PWM compressor unveiled
The HLabs range already includes a couple of Studer-inspired offerings in the form of the PRE169 and EQ16...
13/11/2026
Download Now!
To view the white paper, please enter the following details:
--
First Name* First Name
Company*
Country* Please select your countryA...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Blue Lucy, the workflow orchestration and integration platform for broadcasters, rights owners and localisation companies, today announced an integration with c...
13/11/2026
Krotos announces Black Friday offers on Studio Pro and Studio Max
Brie Clayton November 12, 2026
0 Comments
First-year annual plans start at US$195.99...
13/11/2026
Blackmagic Design Announces Blackmagic Ambisonic Microphone
Brie Clayton November 12, 2026
0 Comments
New 7th order ambisonic microphone with 108 MEMS...
13/11/2026
Meet the Berklee Student Setting Planetary Motion to Music With his compositional platform SoniKosmos, Javier Roqueni aims to make the universe the ultimate i...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , er...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , er...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Amagi, the media industry cloud company, today announced a partnership with Golden Times Media Technology (stock code 920021.BJ), a Beijing-based media and tech...
13/11/2026
CGI (TSX: GIB.A) (NYSE: GIB), one of the largest independent IT and business consulting services firms in the world, together with its Malaysian partner, Cedar ...
13/11/2026
SMPTE, the home for media professionals, technologists and engineers, today announced that The Studio B&H and Riedel Communications will provide the video infra...
13/11/2026
iWedia, a global leader in connected TV software solutions, will present its software-first approach to DRAM optimization at Android TV APAC Summit 2026 in Bang...
13/11/2026
Beginning today, November 13, Apple HomeView is available for purchase at Apple Store locations, on the Apple Store online, and in the Apple Store app in select...
13/11/2026
From pediatric research to smart hospitals, AI is helping care teams spend less time on routine tasks and more time with patients.
Health systems and startups...
12/11/2026
Industry leaders examine how Dynamic Media Facility, Media eXchange Layer, and c...
12/11/2026
The junior Tar Heel is embracing the technical and creative challenges of live production while emerging as a leader and mentor in the control room...
12/11/2026
Gracenote, Nielsen's content intelligence business, has released its fifth a...
EditShare Helps Audiences Experience The Great Barrier Reef in 4K on the World's First Rideshare Submarine Powered by Uber posted: 19/11/2019 
