Freeman shoots with Academy Award winning cinematographer Russell Boyd

The first of the commercials created by the Solomon Partnership for Coles screened nationally on Sunday the 30th. Featuring Lisa McCune, the commercial signals a refocussing of message for the supermarket giant. Production was by The Guild with Emma Freeman directing, Leanne Tonkes producing and Academy Award winner, Russell Boyd as cinematographer.

The commercial sees a visual ‘opening out’ of the Coles message with an emphasis on wide open spaces alongside the more intimate moments of enjoyment and celebration. Freeman successfully utilised expansive cinematic images whilst retaining a human warmth to the performances. This is fast becoming her signature style.

Created to flag a new event in the Coles promotional calender, the ad announces Coles’ first nationwide Celebrate Australia Sale. At the same time it gives compelling reasons for the event - a celebration of the fact that not only does Coles employ over 65,000 staff members, they also support Australian farmers by buying more than $2 billion dollars of fresh food annually.

The Solomon Partnership/Coles team included Terence Hammond (Creative Director), Allan Penrose (Account Director) and Elizabeth Grieve (Coles Supermarkets, Events & Promotions Manager). “This is an important step for us as a company”, said Coles Supermarkets, General Manager Marketing, Richard McGough, “and it is the first of many we will be taking as we re energise the Coles brand and adopt a stronger leadership role in the category”.