Weet-Bix kid

This campaign was all about capturing the essence of what it means to be a Weet-Bix Kid—resilience, determination, and the drive to succeed. The concept centred around cricket star Marnus Labuschagne, whose personal journey perfectly embodied the spirit of the brand. Pre-production involved carefully shaping the narrative to ensure his voiceover felt genuine and inspiring, complementing the visuals seamlessly. Location selection played a crucial role, with the decision to shoot in natural outdoor settings reinforcing the authenticity of Marnus’ story. From cricket nets to backyard moments, every environment was chosen to reflect the simplicity and dedication of his journey. Shot planning was kept dynamic yet grounded, with a mix of close-ups and wide angles designed to capture both the personal reflection and the larger-than-life impact of his career.

The challenge? Creating a highly personal, intense, and engaging commercial in just a few hours at a local cricket park. Challenge accepted! Filmed locally in Brisbane across a half-day time frame, the shoot required careful coordination to make the most of limited time while still achieving a polished, high-quality production. Alongside the video, the team also captured stills photography, ensuring a cohesive visual package for the campaign. Filming took place under the natural golden sunlight, enhancing the nostalgic and aspirational feel of the story. Handheld and steady cam shots were used strategically—handheld for more intimate, reflective moments and smoother, composed shots for the confident, determined moments of his journey. The seamless balance between these styles helped bring out both the personal and professional sides of Marnus' story.

Despite the tight half-day schedule, the production delivered a powerful, emotionally driven narrative that truly resonated. In post-production, the strength of the voiceover-driven storytelling took centre stage. Marnus’ delivery was raw and personal, reinforcing the idea that champions aren’t born—they’re made through hard work, perseverance, and the right fuel. The final edit was paced to allow his words to resonate, while the visuals provided a complementary rhythm, seamlessly blending past and present moments of his life. The end result? A campaign that captures the spirit of the Weet-Bix Kid, inspiring young athletes and everyday Aussies alike.