Legendary
Oly Novated Leases, The Royals
Oly launched as a new digital-first novated leasing brand with a challenge: convince Australians that something which sounded too good to be true actually wasn’t.
We built a brand world inspired by urban legends, turning a confusing financial product into something approachable, playful and memorable.
The Problem
Australians who’d heard of novated leasing either assumed it wasn’t available to them, or found it so confusing they got bored and stopped paying attention.
The Idea
Novated leasing had become an urban legend. Everyone had heard about it, but very few actually understood it. So we created a campaign platform around the world’s most famous legends. Not Legend. Legendary.
The Work
I co-developed and presented the campaign platform before leading its creative development and directing production. I shaped how Legendary came to life, introducing characters, environments, layouts and motion design that expanded Oly’s exisiting identity into a recognisable world across film, outdoor, social, digital and radio.
Loch Ness
30” Film
Drop Bear
15” Film
Excalibur
OOH
Big Foot & Drop Bear
Social
Legendary was designed as an expandable platform with more than thirty potential legends that could be introduced over time. This allowed the brand’s storytelling to keep growing without needing to reinvent the campaign each time.