Camera House

Brief

Camera House was approaching its 40th anniversary alongside a major brand refresh. The challenge was to celebrate that history without making a nostalgic anniversary film or another product-led retail ad. They wanted something emotionally moving that could reconnect the brand with a younger generation of active content creators, and we had roughly four weeks to make it happen.

Solution

I developed a simple idea around what Camera House has really enabled for 40 years: people getting out into the world and capturing it. We followed a young photographer leaving a Camera House store and moving through a series of Australian locations, each connected through match cuts as she discovered new moments to shoot. The journey eventually became a collage of the photographs she had captured, bringing us back to where it began: the camera being placed in her hands.

From one Teams meeting and a phone call, the concept was approved on the spot. I then led the project from the agency side through storyboarding, casting, locations, wardrobe and production, working closely with the external production team to carry the idea through to final delivery.

Result

The campaign launched across YouTube and social as a full system of 30, 15 and 6-second films in horizontal, square and vertical formats. More importantly, Camera House used the hero film to open its national AGM, presenting it as an expression of the new brand, its values and where the business needed to go next.

Their Head of Marketing said the film was exactly what the business needed. Not bad for four weeks and one phone call.