/unlocked

direction and filminG, PHOTOGRAPHY

JULY 2020

Sydney, Australia

Concept

THIS WAS A FIVE-PART, SOCIAL-LEAD CAMPAIGN FOCUSSED ON ENGAGING THE AUDIENCE TO PARTICIPATE IN UNLOCKING EARLY ACCESS TO VIEW THE COLLECTION. A FIVE-LETTER PASSWORD MEANT A FIVE-PART VIDEO SERIES WITH A LETTER PER VIDEO AND A VIDEO PER DAY IN THE LEAD UP TO LAUNCH. WE WANTED THE CAMPAIGN TO FEEL AND LOOK LIKE A GAME DRAWING INSPIRATION FROM GRAND THEFT AUTO, THE VIDEO GAME BASED ON SARAH’S LIFE WAS BORN.