Cameras roll on His Boy Elroy for Wollongong Central ad

Models/actors Jimmy Whitfield and Kirsty Penn during the shoot. Picture: ADAM McLEAN

Models/actors Jimmy Whitfield and Kirsty Penn during the shoot. Picture: ADAM McLEAN

Beverages flowed and music poured out into Globe Lane, but His Boy Elroy wasn't hosting just any old crowd on Monday night.

Inside the funky New York-style street bar, a film crew adjusted their lights as models had their make-up applied and extras took their positions.

The mock party was the last of several scenes shot around the city during the first day of filming for the new Wollongong Central advertising campaign.

The vision will be transformed into a 30-second TV commercial, as well as other short clips and advertisements promoting the launch of the new, improved shopping precinct.

Wollongong Central project retail manager Ben Hughes said the campaign aimed to reflect the Wollongong lifestyle and re-establish the inner city as a destination.

"The launch is obviously very close - it's only a few months away now - so we're building excitement as we move towards the opening of the new Wollongong Central," he said. "What you'll see in the creative expression is a really relaxed, emotional delivery of a campaign that is very Wollongong but also slightly aspirational, as the city moves forward to a new, exciting era."

About 65 community members have taken part in the two-day film project, which is expected to appear on TV screens in September.

The film crew, extras and creative team headed to Wollongong's North Beach and harbour foreshore to continue filming on Tuesday.

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