There’s a new creative agency in town. It’s the Aus branch of a studio called Something, which was born in London, and it has been brought to Byron Bay by co-founder and Aussie, Nick Hoskins, who is coming home after eleven years.
In case its choice of Australian home-base doesn’t give you a clue, it aims to offer “ambitious brands a collaborative alternative to the traditional agency model”.
“Byron simply made sense,” Hoskins stated. “Staying true to our belief in doing things differently, we want to demonstrate you don’t need to be in a major city to make a meaningful impact at scale.”
Something’s aim is to grow a small portfolio of partners to demonstrate the value of embedding culture at the heart of brands. Hoskin will continue in his role as executive creative director across the studio globally.
The studio has worked with major brands such as Diageo’s Johnnie Walker and Smirnoff, Discovery Channel, Canon, Condé Nast, Amazon Prime, Braun and Elite Models. Brands across APAC can either collaborate with Something to create custom solutions or get involved with the studio’s slate of existing opportunities which include creative ventures, products and platforms as well as original, unscripted content.
Hoskins commented, “We started Something in 2016 because we saw too many brands doing things the way they’d always been done while the world they lived in had completely changed. Innovation and disruption are critical to get and stay ahead, so it’s more crucial than ever for brands to adopt different ways of working. We’re looking to partner with brands across APAC who have big growth ambitions and need more efficient and effective ways of realising them. Our focus has always been on identifying new opportunities to empower brands to embrace change while minimising risk.”
The studio’s first feature-documentary, The Man Who Walked Around the World, directed by Emmy & triple BAFTA-winning and Oscar-nominated, Anthony Wonke, is due to premiere globally on Discovery Channel this November.
Something was also behind Diageo’s first venture into long-form entertainment content with the 8-episode Amazon Prime series, World Class List. The studio also created The World’s Most Rubbish Directory, a platform that shifts sustainability from obligation to opportunity.
Locally, Something has recently partnered with NSW Circular to help progress its mission of fast-tracking the transition to a circular economy.