Bailey Nelson is on a mission to bring joy to eye care by keeping quality high and prices low so their customers can turn a prescription into a celebration.

They wanted to get on Australian people’s radar and really had recall — playing safe wasn’t an option. The competition is strong and is hard to differentiate so the real opportunity laid in creating a really strong brand story that showed Bailey Nelson’s unique personality.

We developed a straightforward concept with a mix of elements: a nice tension point to kick-off and capture attention, funny examples of the BN product in use to show their place in the customer’s life and a good way to sledge competitors.

Two whole days of shooting were already planned in our Sydney office and on the beaches of Bondi for our first brand story — but 4 days prior to shoot, Sydney entered again in lockdown and our team had to re-write, re-cast and try and find another location.

Deadlines were pressuring and it was an impossible mission with everyone’s borders shut so instead we thought it made sense to just dodgy green screen it and mention the elephant in the room.

No doubt this project came with a lot of lockdown challenges and it’s worth mentioning the ability of both teams to adapt and the creativity that sparks when you have limited options.