Flint’s Toby Dixon shoots new ‘Dedicated to Everyday Excellence’ campaign for OPSM

Flint director and photographer Toby Dixon has filmed and photographed OPSM’s new “Dedicated to Everyday Excellence” brand campaign.

The 360-degree two-year campaign features two 30 second TVCs, four online films and nine key visual photographs. It will be showcased through digital touch points within OPSM stores, on OPSM.com.au, OPSM.co.nz, TV, cinema and across the company’s marketing channels.

Through an extensive casting process four everyday people from Australia and New Zealand from various industries were selected, all of them dedicated to achieving excellence in their individual fields. Each story showcases the meticulous effort and dedication that goes into perfecting their crafts and their focus on the small details to achieve success. Shot on location in Auckland, Wanaka, The Hunter Valley and Melbourne, the campaign features individuals excelling in their respective fields, from winemaking and skateboarding to cooking and beekeeping.

The campaign’s narrative blends cinematic grandeur with an editorial style, creating a rich visual experience. Dixon conveyed the brand message of ‘Excellence’ subtly yet effectively, ensuring the campaign feels high-end and meticulously crafted.

Dixon says of his approach: “I wanted to immerse the audience in an engaging visual language that showcases these interesting characters in their pursuit of excellence, while ensuring they remain absolutely authentic.”

Client: OPSM part of EssilorLuxottica

Milan Team:
Creative Director: Alessandro Dondero
Senior Brand & Comma Manager: Mattia Rovini
Producer: Stefano Ottorino
Art Director: Gloria Grosso:
Copywriter: Ingrid Magnoni

Sydney Team:
Vice President of Marketing: Kate Boulos
Marketing Director: Laura Susans
Marketing Manager: Claudia Messina

Flint:
Director & Photographer: Toby Dixon
Executive Producer: Rachel Henderson
Senior Producer: Petra Valent
Producers: Belle Oliva & Christina Lamont
Production Managers: Isabel Miranda & Emily Willis
Director of Photography: Jane Hakli
Focus Puller & 1st AC: Dylan Jeffrey
Stills Retouching: Adam Hayes
Post-Production: The Hive
Editor: Chris Baron
Post-Producer: Nikita Singhi
Colour Grade: Yanni Kronenberg
Music Composition and Sound Design: Squeak E Clean Studios