RM Williams launches new brand design and film via Special Group ahead of global expansion

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.

VIEW THE SPOT

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