Every State of Origin season, brands flood the market with the same tired tagline: “Footy is back.” Jimmy Brings wanted something fresh –
something that cut through the noise.
Enter the beer couch – a bold, playful idea from the Senior Designer that became the heart of the campaign. Our job? To bring it to life in a way that felt fun, authentic, and engaging.
With a lean in-house team of five and a tight budget, we had to be resourceful. Every decision – from production logistics to post-production refinements – was about maximizing impact without excess spending.
A major win was securing unlimited usage rights for all talents, ensuring longevity for the assets beyond just one campaign.
Bringing the beer couch concept to life required a blend of creative vision, technical expertise, and problem-solving. Working closely with the Senior Designer, I helped shape the idea into a production-ready plan, ensuring high-quality content was delivered efficiently.
On shoot day, I co-directed alongside the Senior Copywriter, ensuring
the narrative unfolded seamlessly on screen. As Lighting Director and Technical Lead, I worked with the content shooter to create the right atmosphere – leveraging the studio’s artificial lighting to enhance the mood and bring the set to life.
Post-production presented its own challenges. The campaign required 6s, 10s, and 15s versions, meaning every second had to count. I collaborated closely with the Senior Copywriter and Designer, refining creative solutions to maintain storytelling impact within the time constraints. From editing and color grading in DaVinci Resolve to adding dynamic visual and sound effects, every detail was carefully crafted to deliver a polished,
high-impact final product.
The campaign was a success. Lion (owners of Tooheys & XXXX) loved the execution, from concept to final delivery. Beyond creative success, this project demonstrated how strategic thinking, technical expertise, and a resourceful team can produce high-quality, cost-effective content. As Creative Content Lead, I played a key role in shaping the execution – ensuring efficiency without compromising creative impact.
By streamlining production, negotiating cost-effective talent agreements, and pushing creative boundaries, we transformed a limited budget into a high-impact campaign. The vision of winning a year’s worth of beers – embodied in the ultimate beer couch – captured attention, sparking excitement among fans who could easily picture it as the perfect centerpiece for their man cave.
