Bonds
The Brief
Celebrity talent. Deadly animals. Zero room for error.
For Bonds’ US launch, we partnered with Special Group to make a bold, beautiful OOH campaign that celebrated the brand’s Aussie edge. Featuring Robert Irwin and Tkay Maidza, the concept called for striking stills where our talent would come face-to-face with deadly animals and insects – creating product photography with real tension and bite. It was high-energy, high-stakes work, demanding flawless coordination across talent, casting, locations, and safety to pull it all off.
Photography, Casting, Celebrity Liaison, Animal Wrangling, Safety, Styling, Locations, Crew, Unit, Coordination
The Solution
We assembled a specialist team around photographer Lula Cucchiara to execute a seamless three-day shoot across nine locations. With celebrity talent, diverse casting, and dangerous animals in the mix, close collaboration with handlers and liasons kept production smooth and safe, resulting in a striking stills library designed for multi-channel impact.
What We Delivered
— A library of 25 crafted stills showcasing Bonds’ debut product range in the U.S.
— Created for use across all media – from large format NYC billboards to multi-platform digital.
What They Said
“Sam I Am was, as always, an amazing partner to work with. From being flexible during quoting to working within our budget, and throwing additional production resources behind changing requirements at short notice, they made the process seamless and all the talent feel comfortable, which I think really shows in the final shots.”
Glen McLeod,
Senior Integrated Producer,
Special Group
“What I loved most was how collaborative the shoot was. From casting and location scouting, to teaming up with the creatives, client and motion crew, we were all working towards building something that truly felt Aussie through and through.
For me, getting the right faces and the right place was everything. I wanted the visuals to feel raw and unpolished, but still elevated and aspirational in a way that’s honest and relatable. We leaned into natural light, wide open spaces, and those unfiltered in-between moments in performance and production design that gave the whole thing its vibe.”
Lula Cucchiara,
Photographer/Director
