What we did
AMD brought us in on a product most Australians had never heard of, in a regulated industry with real restrictions on what you can and cannot say. That shaped everything. Awareness had to come first, and the creative had to carry the message where the claims could not.
We started at the concept stage and built the campaign strategy from the ground up, landing on a single organising idea: "For relief when you need it. Day or night." From there we handled the full production pipeline, from creative direction through talent casting, management and the shoot itself.
Post production stayed in our hands too. We wrote the voiceover script, sourced and directed the voice talent, and worked shoulder to shoulder with the editing team through every cut, keeping the creative direction consistent from concept to final export. The result was commercial video and high-resolution product and application imagery designed to work across paid and organic placements, giving AMD a complete campaign built end to end under one roof.
The results
"For relief when you need it. Day or night." A campaign built from a blank page.
AMD came to us with a product nobody knew and a category full of rules about what you can say. They left with two on-brand, high-resolution commercial videos produced from concept to final cut, a full library of high-resolution product and application imagery built for paid, organic and retail use, and a single campaign line and visual world they can keep running across every channel. From an unknown product in a restricted category to a campaign with a clear voice and assets built to travel, AMD Xylimelts now has a platform that turns everyday relief into a story people connect with.