Hard Rated

Aug 2026

In a striking convergence of sports culture and lifestyle branding, the latest campaign for Hard Rated, titled Body Double, leans into a sophisticated aesthetic to elevate the alcoholic beverages market. The creative execution trades traditional product-focused advertising for a cinematic approach, utilizing low-key lighting and chiaroscuro techniques to craft a moody, high-tension atmosphere. By placing professional rugby league star Cam Munster alongside a meticulously styled body double, the film utilizes symmetry and professional live-action technique to pique curiosity, keeping the audience locked on the interplay between the two figures. Set against a dark, atmospheric backdrop filled with soft ambient smoke, the visual identity of the brand is punctuated by sharp bursts of yellow and purple from the beverage packaging, ensuring the product remains the focal point despite the dramatic surroundings. This production, a collaborative effort involving the creative teams at Clemenger BBDO Australia and 1House Asahi Beverages Australia, demonstrates how thoughtful art direction can transform a standard commercial spot into a polished piece of visual storytelling. The project successfully leverages the high-profile appeal of its talent while relying on refined lighting and composition to establish a premium, cool-factor persona that resonates within the crowded food and beverage landscape. It is a masterclass in subtlety and brand positioning, proving that even a fast-paced beverage ad can benefit from a deliberate, narrative-driven aesthetic.

Commercial, Cinematic, Corporate

Live-action Technique, Low-key / chiaroscuro

Alcoholic Beverages, Food & Beverage