Bonds is one of Australia's most iconic fashion brands. The brief tasked us to shake things up and reposition Bonds as an edgy, cool, fashionable brand that millennials will continue to flock to.
This campaign needed more than just a bunch of coat-hangers and a great product. For this to work, we needed to craft characters and evoke a lasting attitude that would make the product jump off the screen.
I set about building a tone that was all about being at ease in your own skin. It doesn’t matter who you are, who you love, how you cut your hair: Bonds Sweats are for those who are comfortable AF.
We cast an unexpected bunch of kids, kept re-touching to a minimum – because flaws are human! – and worked with killer photographer Jo Duck to capture the magic on set.
My role: writer, art director, designer.