[ KMART ]
Family
BRAND STORY
DIRECTORDOCUMENTARYLIFESTYLE
01 / LOGLINE
Kmart Australia had an extraordinary run through the pandemic, opening more than 60 new stores nationwide in 24 months. We were asked to tell that story: a brand film celebrating the company’s growth and its place in Australian family life.
02 / TREATMENT
In collaboration with Mushroom Creative House, and directing from a Melbourne lockdown, we ran a network of cinematographers across the country to capture the Kmart story where it actually happens, in real homes and real stores. The piece weaves those threads into one warm, national portrait of the brand.
03 / FINAL CUT
The result is a brand film that frames Kmart as part of the fabric of Australian family life, told at scale but kept human. A documentary-styled campaign that turned a remote, locked-down production into a single, cohesive story.
