Optus

Aug 2026

In the latest telecommunications campaign for Optus, titled There’s Always a Way 90, the brand leans into the transformative power of connectivity to bridge generational divides. Moving beyond conventional tech advertising, this live-action technique piece centers on an elderly woman who masters basketball coaching through her smartphone. The narrative, crafted by the creative minds at Droga5 ANZ, part of Accenture Song, uses a warm, cinematic aesthetic to ground the digital interaction in a deeply human experience. By pairing the soft light of the gym with a documentary-style approach, the film successfully captures the nuance of learning new skills at any stage of life, positioning the smartphone not just as a device, but as a gateway to community. The spot is elevated by the atmospheric sound design from Sonar Music, which mirrors the rhythmic pulse of the court while reinforcing the emotional beats of the story. Production house 3&7 masterfully translates this concept into a lifestyle-focused visual language that emphasizes intimacy over technical jargon. This commercial strikes a balance between relatable storytelling and aspirational brand messaging, proving that accessibility and technology can revitalize forgotten passions. Ultimately, the project excels by prioritizing authentic human connection, ensuring the message resonates with a broad audience while maintaining a high standard of visual storytelling that feels both grounded and aspirational.

Documentary, Lifestyle, Commercial, Cinematic, Warm

Live-action Technique, Soft Light

Telecommunications, Technology