Bombay Sapphire has partnered with filmmaker Baz Luhrmann on a campaign dubbed “Saw This, Made This.” Luhrmann serves as creative director on the campaign. A prime component of the campaign is this film, “The World Is A Gallery,” which teamed creative director Luhrmann with director Juan Cabral of MJZ. The piece from agency AMV BBDO London is a creative call-to-arms, urging people to discover the creative inspiration that exists all around them.
The Cabral-directed short features never-seen-before footage from Luhrmann’s personal archive, inviting viewers to see the creativity that exists in the everyday. Throughout the campaign, Luhrmann will share on social media the #SawThisMadeThis submissions he finds most creatively inspiring. Submissions will also be celebrated in an evolving online gallery.
Cabral’s 90-second film uncovers the limitless beauty in everyday scenes to inspire others to view the world as a gallery. Shot amongst the streets of Buenos Aires, Cabral’s home city and a place cited as a source of his creative inspiration, the film takes the audience on a walk of discovery, inviting viewers to step outside, look around and see the world differently.
Inspired by a famous short story from 1945–”The Aleph” by the Argentine writer and poet Jorge Luis Borges–Cabral uses a poetic extract as the voiceover narration for the film and the music “Arabesque” by Claude Debussy, to take the audience on an exquisite visual journey, aiming to stir creativity in the viewer and invite discovery of the extraordinary in the world around them.
Cabral said, “Working with Bombay Sapphire on Saw This Made This alongside Baz Luhrmann has been an incredible journey. With our collective passion for storytelling and turning everyday moments into something extraordinary, we hope to inspire people to reframe the way we see the world.”
The campaign will culminate in 2023 in an awe-inspiring showcase of the world’s creativity, in partnership with global arts organizations in London and New York, including the Design Museum in London, an industry-leading institution renowned for its support of the creative community. People are invited to join the movement on social media using @BombaySapphire #SawThisMadeThis, with the chance of their creations becoming part of a global showcase of creative inspiration at the Design Museum and other leading creative institutions around the world.
Luhrmann said, “I truly believe that everyone is inherently creative, no matter who you are, where you come from or what you do. You don’t have to be labeled an artist to be considered a creative. If you just give yourself permission to see the world as a gallery of inspiration and reframe how you think about things, you’ll unlock a part of yourself you didn’t know existed. By partnering with Bombay Sapphire, I want to encourage people everywhere to think about how they can turn the ordinary into the extraordinary and share this inspiration to make the world a more creatively nurturing place.”
