RM Williams launches new brand design and film via Special Group ahead of global expansion
CB Exclusive – R.M.Williams has launched its new brand film ‘A Life’s Work’ across TV and digital. The film is one part of a suite of new creative work for R.M.Williams created by Special Group Australia, which launches alongside the brand’s new design identity.
The film, ‘A Life’s Work’, directed by Christopher Riggert at Finch, is an emotive interpretation of the R.M.Williams’ heritage of craft. Taking inspiration from the life of the founder, the film uses the metaphoric relationship of wild horse and trainer to embody the brand’s deeply embedded core values – authenticity, integrity and lasting legacy. The film is running on TV in regional Australia and across the brand’s website, focusing on engaging the R.M.Williams heartland.
Special Group has also developed a new design platform bringing premium fashion credentials to the brand whilst celebrating its heritage. This is rolling out across seasonal campaigns, print, out-of- home and in-store. A visual interpretation of the brand’s innate contrast of strength and beauty, the design platform contrasts abstracted aerial landscapes alongside characterful fashion portraits.
VIEW THE BRAND DESIGN WORK: RMW Brand Design.pdf
Agency: Special Group Australia
Creative Partners: Matty Burton, Dave Bowman, Pim Van Nunen
Creatives: Jack Nunn & Charlie Gearside, David Ladd
Creative Consultant: Tess Strelein
Design: Dan Jones
CEO: Lindsey Evans
Business Director: Lily Waters
Producers: Celia Nicholas & Richie Ragel
A Life’s Work –
Production: FINCH
Director: Christopher Riggert
Executive Producer: Cath Anderson
Editor: Stewart Reeves at The Editors
Online: Blackbird
Original composition: Elliott Wheeler at Turning Studios
Sound Design: Paul Davies at PD sound Design
Final mix: Simon Lister at Nylon Studios
Aerial photography –
Photographer: Christian Fletcher
Videographer: Michael Fletcher
Autumn/Winter photography –
Photographer: Hugh Stewart at Title Artist Management
Producer: Maree Mitchell at Title Artist Management
Stylist: Meg Gray
Post-Production: Inness Robins at Electric Art
Media: Frontier Australia
18 Comments
I don’t get it ?
Nice work guys.
The logo/typeface/visual representation of the brand work makes no sense.
RM Williams is iconic for a reason and now it’s the same as every bland fashion brand. Wonder how the brand fans will see this. I predict disaster.
https://www.youtube.com/watch?v=dm6MLwTqG0E
Actually, it makes perfect sense… RM Williams is now owned by a private equity group backed by Louis Vuitton (LVMH)…
Shake and bake.
Beautifully art directed. Great attitude. Really nice job.
If you’re a brand fan then you might know that is the original R.M.Williams logo
It’s just reverted back to what it once was. Nothing new.
When advertising gets it right. Man, this is so beautiful and true to the brand. Best of all it pushes the brand forward and gives it a real sense of purpose. This is special. Hats off.
Nice shots but no story, feeling or emotion. I was bored after 20 seconds.
Nice work boys.
The print is dull and devoid of any idea, the spot has some nice shots but lacks any emotion and again is missing a distinctive idea. There are alot of other Aussie fashion brands that play in this space.
Love the aerial shots texture thing – it is beautiful. Also, would rather be working a horse than making this comment. You definitely got me.
Beautiful. Happy birthday Dave 😉
R M Williams = Bogans with cash.. this might just work, even though it’s a bit gash..
Why didn’t they turn the cool print into cool videos.
Easily done.
This is really stunning work. Love.
Seen it all before!
Bogans? By Bogans you mean guys who own 50,000 acre properties?
Starting price for a pair of RM’s is about $500.
Target market is rich farmer’s kids who’ve gone to private school in Sydney and will be back managing the farm in a few years time.