Bonds hands over the camera to Gen Z in new ‘As Shot By Us’ campaign via Special

Bonds is leaning further into its ‘As Worn By Us’ brand platform with a new campaign celebrating self-expression, nostalgia and national ubiquity, this time through the lens of Gen Z content creators.

The new iteration hands creative control to four young Australians, each tasked with reimagining Bonds’ most iconic products - the Chesty, the Trunk, the Trackie and the Crop - using point-and-shoot 35mm film cameras. The result is a suite of unfiltered, creator-directed visuals spanning video, static assets and out-of-home, including an immersive airport installation and interactive murals.

"This exciting new chapter in our brand campaign is all about seeing Bonds through the lens of the next generation – unfiltered, unedited and completely authentic. From city streets to country backyards, our iconic products are a canvas for self-expression," Kedda Ghazarian, head of marketing at Bonds, said.

"As Shot By Us celebrates how every Aussie makes Bonds their own."

The original ‘As Worn By Us’ campaign launched in 2023, featuring everyday Australians from ages 0 to 100. This new chapter extends the platform by spotlighting how Bonds continues to show up in Gen Z lives, from city streets to country backyards.

Ryan Fitzgerald, executive creative director at Special, added: “We saw how much Australians love Bonds in the first iteration of As Worn By Us. It was equally exciting to see that the love runs deep with Gen Z - they understood the assignment and nailed it with their own aesthetic.”

The campaign went live 6 July across social, point-of-sale and out-of-home. Media was led by OMD.