Drama Resistant Since 1980: Pirtek celebrates 45 years with new brand campaign via Rick Barry

May 8 2025, 12:30 pm | BY Ricki Green | No Comments

To celebrate its 45th year, industrial hose and hydraulics leader Pirtek has partnered with creative studio Rick Barry to launch its new brand platform ‘Drama Resistant Since 1980’. The platform kicks off with a two-spot campaign directed by Kyra Bartley via FINCH.

 

Bartley’s films flip the expectations of high-stakes drama using tight camera movements and extreme close-ups to create unease, eventually dissolving into: perfect calm. No explosions. No heroics. Just Pirtek hoses doing what they’ve done since 1980: keeping Australian industry operating.

FINCH director Kyra Bartley spoke of how much fun it was to create this tone: “Rick Barry were kind enough to bring me on early in the development of this project, and it was such a delight to work through the challenge of creating this anti-drama together”, says Bartley. “The script felt so different to the majority of stuff out there; a ballsy idea that needed to be executed with restraint, led by strong performance and craft. Huge props to Rick Barry for being such generous creative partners, and for setting the bar so high with a confident, distinctive piece straight out of the gate.


Says Mark Devitt, CEO, Pirtek: “As Australia’s leading provider of hydraulic and industrial hoses, we find ourselves in high-stakes situations every single day. But what makes our people and products so special is how they withstand whatever is thrown at them. Drama Resistant since 1980 is a wonderful testament to this.”

Rick Barry is a new creative studio founded by former BMF Chief Creative Officer Alex Derwin and former The Monkeys Chief Strategy Officer Hugh Munro.

Production Company — FINCH
Director — Kyra Bartley
Executive Producer — Loren Bradley
Producer — Bryce Lintern
Production Manager — Jenny Webb
Creative Studio — Rick Barry
Copywriter — Sean Larkin
Art Director — Luke Simkins
Agency Producer — Jess Campbell
Designer — Mia Makepeace Music — Felix Bornholdt
Post Production — Arc Edit
Editor — Elise Butt
Post Producer — Daniel Fry
Colourist — Matic Prusnik
Sound and Music — Rumble Studios
Executive Producer — Michael Gie
Sound Design — Tone Aston, Dan William, Dexter Cave, Renee Park
Music — Felix Bornholdt


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