This was a TVC pitch developed for Pure Blonde beer, created by Clemenger BBDO Melbourne, produced by The Sweetshop and directed by Steve Ayson. The Dove Love ad, released in September 2009, follows a character who finds a dove with a mysterious blue mark, nurses it back to health, frees it, only to have the dove meet an unfortunate end. The pitch aimed to balance the purity and mystery of Brewtopia (Pure Blonde’s 2007 campaign) with a more cynical and pragmatic world.
My contributions
As part of The Sweetshop team, my contributions to the development of this pitch included:
- Brainstorming creative concepts and approaches with the director.
- Conducting visual research to inform the aesthetic and style of the TVC.
- Creating a Photoshop mockup of a fantasy scene for the TVC, featuring unicorns in a beautiful green area with a waterfall.
Project impact
The resulting ad, with its blend of caring and irony, fantastical imagery and a surprise twist, solidified Steve Ayson’s reputation as a top commercial director known for his contemporary film style.