Bonds hands over the reins to influencers in new campaign
Bonds has given four content creators autonomy to bring products to life in their own ways, as an extension of its ‘As Worn By Us’ brand platform, developed by Special.
The ‘As Worn By Us’ brand platform launched last year. Footage was captured of real, everyday Aussies from a newborn to a 100-year-old, celebrating the fact that Bonds can be found in almost every Aussie’s undie or sock drawer.
“The platform was really well received,” Ryan Fitzgerald, executive creative director at Special, told Mumbrella.
“For us, this is a long-term platform, that idea of celebrating the great ubiquity that Bonds has with the Australian people. The ask this time was how do we extend it to a younger demographic.”
The new product-driven campaign sees four content creators — James Majoos, Jenaya Okpalanza, Sarah Bolt, and Liam Swiderski — style Bonds using a point-and-shoot film camera.
The hero film features a suite of video and static assets, all directed by the creators themselves, using 35mm reusable film cameras. The influencers were tasked with providing an unfiltered expression of how the brand shows up in their worlds.
“We pride ourselves in ideas that are strong enough to be freely executed by different partners. We established some tight rules to enable that freedom. The hope was that we could get a look at Bonds through the lens of this younger demographic, both literally and figuratively,” Fitzgerald said.
“This approach gives an authentic look into how people view the brand and interact with it.”
Kedda Ghazarian, head of marketing at Bonds, said the influencers nailed the brief.
“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,” she said in a media release. “As Shot By Us celebrates how every Aussie makes Bonds their own.”
Fitzgerald said the campaign was more about who the influencers are as young people, rather than online creators.
“We’re not leaning into them as influencers, it’s more about who they are as young people who just so happen to have a visual eye and the ability to handle a point-and-shoot camera.”
The campaign is live across social, POS, and OOH.
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
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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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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topics
Bonds
Campaign
Content creators
influencers
James Majoos
Jenaya Okpalanza
Kedda Gharzarian
Liam Swiderski
Ryan Fitzgerald
Sarah Bolt
special
Special Group
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