Liam Hemsworth keeps it less than humble in new OPSM campaign

Film star Liam Hemsworth pokes fun at himself in a new ad for glasswear brand OPSM

The “Life. Focused.” campaign, created by creative agency Bashful and production house Finch,  takes a humorous look at how Hemsworth has a pair of OPSM glasses for every occasion.

Bashful recently won the account for OPSM, following a competitive pitch process. OPSM’s previous agency was Marcel.

Bashful CEO Simon Bookallil said in a statement: “We are thrilled to be working with OPSM after winning a competitive pitch earlier this year. The teams in Sydney as well as Milan are top notch marketers and creatives, we’ve thoroughly enjoyed collaborating and are very proud of the work produced.”

Bashful creative director, Tim Chenery, added: “To launch this new brand platform with a sense of humour and scale, we needed to find an Australian with a brilliant life that’s even better with OPSM.”

The campaign is the second piece of work Bashful has produced for OPSM, after the agency launched an outdoor campaign called ‘Shape Up’ last month.

OPSM VP of marketing, Milena Cavicchioli, said: “Thanks to his down to earth, humorous nature and unique Aussie spirit, Liam was the perfect and most natural choice for this campaign.

Hemsworth said: “Having the chance to collaborate with an iconic homegrown eyewear brand like OPSM was super exciting for me. The campaign is light and fun, and I really enjoyed working with director Patrick Hughes. And coming home to Australia is always a bonus.”

The campaign will be led by online video content and be executed across outdoor and in-store.


GM Optical Luxottica Australia/NZ – Alfonso Cerullo
Global Creative Director, Luxottica – Matteo Pelo
VP Marketing – Milena Cavicchioli
Marketing Manager – Laura Nash
Campaign Specialist – Michelle Nguyen

Creative Agency – Bashful
Chief Executive Officer – Simon Bookallil
Creative Director – Tim Chenery
Senior Copywriter – Dan Barrett
Art Director – Chloe Rahall
Senior Account Director – Felicity Andrews
Agency Producer – Siobhan Crawley

Production Company – Finch
Founder – Rob Galluzzo
Director – Patrick Hughes
Executive Producer – Loren Bradley
Producer – Marge McInnes

Celebrity Partnerships – International Celebrity Relations
Director and Founder – Emma Cooper
Director – Jane Lunn

Talent Management – Fourward
Photographer – Hugh Stewart
Sound – Sonar Sound


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