In a big twist for steel company BlueScope, the brand has launched a content series that shows the beauty of the Australian landscape in its first work from Richards Rose.
Global steel manufacturer BlueScope has rolled out a new campaign for Colorbond steel which links the beauty of Australia with the beauty of its product.
It's the first work from Richards Rose since it picked up the account in June this year.
The content series stars adventurer and photographer Murray Fredericks who is shown exploring the south coast of Kangaroo Island and salt pans of Sotuh Australia to capture landscapes that resemble Colorbond's natural matt finish.
It introduces the tagline: 'The subtle art of standing out'.
BlueScope manager of marketing and market development Lisa Dent says: “Like Colorbond steel, Murray Fredericks has a unique connection and relationship with the harsh yet beautiful Australian landscape. Murray’s credentials as both a landscape and architectural photographer makes him the ideal person to capture and represent the light diffusing qualities of Colorbond steel Matt."
Richards Rose associate creative director Simon Edwards adds: “We were instantly taken by the elusive, subtle finish of new Colorbond steel Matt. We wanted to showcase those distinctive Australian landscapes that shared the same qualities. When we were thinking about all these factors, it became obvious that Murray was a perfect fit. Capturing his authentic journey and process was an awesome adventure in itself, and Brendan Fletcher’s images are only made more striking by Alex Lloyd’s original score."
