AUCKLAND, Today: With most Aussie homes owning up to 12 Bonds pieces, it’s no surprise everyone from your bub to your neighbour is probably wearing something Bonds right now.
Last year, Bonds leaned into that universal love with As Worn By Us, showing Aussies aged 0 to 100 living life in their favourite Bonds gear.
Now they’ve passed the vibe check to Gen Z, giving four creators the chance to put their own spin on iconic Bonds pieces like The Chesty, The Trunk, The Trackie and The Crop.
Armed with reusable 35mm film cameras, each creator styled, shot, and signed off their take on Bonds with raw, unfiltered flair. The content—shot entirely by the creators themselves—spans static and video assets, all stamped with their personal signature and that classic As Shot By line.
“This exciting new chapter in our brand campaign is all about seeing Bonds through the lens of the next generation – unfiltered, unedited, and completely authentic.” – Kedda Ghazarian
Each take is personal and real, staying true to the platform’s heart: how Bonds fits into everyday lives, without filters or fuss.
“This exciting new chapter in our brand campaign is all about seeing Bonds through the lens of the next generation – unfiltered, unedited, and completely authentic.
“From city streets to country backyards, our iconic products are a canvas for self-expression. As Shot By Us celebrates how every Aussie makes Bonds their own,” says Kedda Ghazarian, Bonds Head of Marketing.
Ryan Fitzgerald from Special adds, “We saw how much Australians love Bonds in the first iteration of As Worn By Us. It was equally exciting to see that the love runs deep with Gen Z — they understood the assignment and nailed it with their own aesthetic.”
The campaign launched 6 July across social, in-store, and OOH—complete with interactive murals and an immersive wall at Melbourne Airport.
CREDITS
CLIENT: Bonds
Head of Marketing: Kedda Ghazarian
Marketing Manager, Brand: Liz Coburn & Caitlin Porter
Senior Brand Manager: Edwina Moller
CREATIVE AGENCY: Special
CEO & Partner: Lindsey Evans
CCO & Partner: Julian Schreiber & Tom Martin
CSO & Partner Melbourne: Bec Stambanis
Managing Director Melbourne: Sasha Firth
Business Director: Marnie Dunn & Ayesha Kithulegoda
Business Manager: Mads Williams
Head of Strategy Melbourne: Nathan Rogers
ECD Melbourne: Ryan Fitzgerald
Creative: Laura Grimshaw & Hannah McCowatt
Design Director: Sabine Schwarz
Designer: Cam Morris
Head of Film & Content Production: Sophie Simmons
Lead Producer: Glen Mcleod
Senior Stills Producer: Danielle Senecky & Di Williams
Production Assistant: Aleisha Winslow & Ada Tuna
Finished Art: Jen Bailey
PRODUCTION
CASTING
Casting Company: Byrne Creative
Casting Director: Sarah Mcgrath
POST PRODUCTION
Editor: Max Robins
Photography Retouching: Visual Thing
SOUND PRODUCTION
Sound House: Rumble Studios
Executive Producer: Michael Gie
Producer: Bec Ivanov
Sound Engineer: Liam Annert
MEDIA AGENCY – OMD
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