RM Williams’ new global push kicks off in regional Australia and cinemas with new ad

RM WilliamsOne year after winning the RM Williams business, The Special Group has launched its first film work for the iconic brans with a view to taking the ad global.

The 90-second film has been in development for several months and focuses on a trainer breaking in a horse.

Titled ‘A Life’s Work’, the piece was directed by Christopher Riggert at Finch.

The agency has been running with print and poster campaigns for the brand since it won the business, with the first work appearing exactly one year ago.

RM Williams is beginning the global push by first engaging with the brand’s regional and rural heartland.


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

Simon Canning


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