Australian actor Liam Hemsworth fronts OPSM’s latest ‘Life. Focused’ campaign via Bashful

​To highlight its category leadership and unrelenting focus on the needs of its customers, OPSM has launched its new brand platform ‘Life. Focused.’ Fronted by Aussie favourite Liam Hemsworth, the campaign was developed by creative agency Bashful after winning a competitive pitch.

The campaign takes a playful look at the over the top, fun and fictionalised life of Liam Hemsworth. OPSM is there at every moment fulfilling his glasses needs and bringing the brilliant stuff into focus. Whoever you are and whatever your needs, OPSM has got you covered.

Says Milena Cavicchioli, VP marketing, OPSM: “Thanks to his down to earth, humorous nature and unique Aussie spirit, Liam was the perfect and most natural choice for this campaign. At OPSM we believe that our lives are as unique as we are, and we promise to design glasses and services built around your life, no matter the lifestyle.

Says Tim Chenery, creative director, Bashful: “Life. Focused. is about making everything in our lives a little more brilliant. From your kid’s dance recital to watching movies. To launch this new brand platform with a sense of humour and scale, we needed to find an Australian with a brilliant life that’s even better with OPSM.”

Says Simon Bookallil, CEO, Bashful: “We are thrilled to be working with OPSM after winning a competitive pitch earlier this year. The teams in Sydney as well as Milan are top notch marketers and creatives, we’ve thoroughly enjoyed collaborating and are very proud of the work produced.”

The Life. Focused. campaign is led by several TVCs, a load of online video content, OOH and, of course, store windows.

Just last month Bashful launched the Shape Up campaign for OPSM, with the purpose of educating people on face shapes and on how they impact the glasses you should wear. The campaign was led by a major metro OOH buy.

GM Optical Luxottica Australia/NZ – Alfonso Cerullo
Global Creative Director, Luxottica – Matteo Pelo
VP Marketing – Milena Cavicchioli
Marketing Manager – Laura Nash
Campaign Specialist – Michelle Nguyen

Creative Agency – Bashful
Chief Executive Officer – Simon Bookallil
Creative Director – Tim Chenery
Senior Copywriter – Dan Barrett
Art Director – Chloe Rahall
Senior Account Director – Felicity Andrews
Agency Producer – Siobhan Crawley

Production Company – FINCH
Founder – Rob Galluzzo
Director – Patrick Hughes
Executive Producer – Loren Bradley
Producer – Marge McInnes

Celebrity Partnerships – International Celebrity Relations
Director and Founder – Emma Cooper
Director – Jane Lunn

Talent Management – Fourward
Photographer – Hugh Stewart
Sound – Sonar Sound

Casting: Toni Higginbotham