Earlyrise Baking Co.

Earlyrise Baking Co.

Director — TVC · 2022

Earlyrise Baking Co, a century-old bread-making institution in Central West NSW, partnered with Avenue 85 to launch their brand into mainstream supermarkets across New South Wales. Avenue 85 reached out to me for a standout brand campaign, and my creative direction was integral to the project.

I collaborated with the team at CoBox to develop a soft launch campaign, which included five commercials showcasing the Earlyrise Baking product range. We needed a cost-effective approach, so I focused on recreating an early morning scene in the CoBox studio space. Using production design magic, we set up a table-top (a door) to capture the essence of a warm breakfast morning. With a motion-controlled slider head, we achieved a reveal effect with camera movement across the set. The results impressed the client, and the campaign launch was well received with sales seeing an immediate boost.

  • The iconic byline "Small Aussie Bakery Delivering Big"
  • Table Top of the Morning Scene set
  • Adjusting the Motion-Controlled device while filming the Morning Scene set
  • The full range from Boundary Road

A significant highlight for Earlyrise Baking Co. was the byline I created: “A small Aussie bakery delivering big.” This catchy phrase has been a cornerstone of all their campaigns since 2022.

Creative Agency: Avenue 85

Production: CoBox

Producer: Rachel Lane

Director: Aaron Petersen

Director of Photography: Robert C Morton