I’m thrilled to finally unveil my latest integrated campaign for OPSM, “Everyday Excellence.” Over several weeks, we followed four incredible and passionate entrepreneurs, each at the top of their game, to explore unique stories that connect OPSM as a premium brand with people who strive for excellence every single day. The challenge was deciding which stories would shine visually and still align with the brand’s core strategy. I had the privilege of partnering with creative clients who guided the process, resulting in authentic and engaging stories I’m genuinely proud to share.

Jess’ Story

On our journey, we travelled around the Hunter Valley and Melbourne, then over to NZ to visit Auckland and Cardrona. The campaign integrates TVC’s, cinema ads, outdoor and in-store print, and OPSM’s online platforms. I’ll be rolling out a new story each week for the next month.

This week’s episode takes us to the picturesque Cardrona Valley, where we meet Jess Curtis from Branch Creek Honey. Jess is a fourth-generation farmer and beekeeper who produces award-winning honey from her hives. Her bees not only create this amazing honey but also pollinate the pastures for the animals on her farm. For Jess, it’s all about the plants she introduces to the land, giving her honey its unique flavours and textures. She aims to work with the land, ensuring the process benefits future harvests.

Beyond the joy of creating this campaign, we built new friendships with our clients from Milan and Sydney, and I’m incredibly grateful for their trust and faith in my process. And to them i say – Grazie ragazzi, siete stati fantastici! Ti aspetto di nuovo a Milano a bere un negroni!

Stay tuned in the coming weeks for each new story.


Client: OPSM part of EssilorLuxottica

Milan Team:
Creative Director: Alessandro Dondero
Senior Brand & Comma Manager: Mattia Rovini
Producer: Stefano Ottorino
Art Director: Gloria Grosso:
Copywriter: Ingrid Magnoni

Sydney Team:
Vice President of Marketing: Kate Boulos
Marketing Director: Laura Susans
Marketing Manager: Claudia Messina

Director & Photographer: Toby Dixon
Executive Producer: Rachel Henderson
Senior Producer: Petra Valent
Producers: Belle Oliva & Christina Lamont
Production Managers: Isabel Miranda & Emily Willis

Director of Photography: Jani Hakli

Drone Operator: Jeremy Graham
Focus Puller & 1st AC: Dylan Jeffrey
Stills Retouching: Adam Hayes
Post-Production: The Hive
Editor: Chris Baron
Post-Producer: Nikita Singhi
Colour Grade: Yanni Kronenberg
Music Composition and Sound Design: Squeak E Clean Studio