Spinach had a strong promise for Australian Unity. It could have made a workmanlike ad like so many others in its genre. But Spinach wanted something more for its new idea. Something a bit sharper, a bit brighter…a bit less family viewing.

And it turns out that Photoplay’s was the right director, in the right place, with the right skills.

The TVC, Your Body, is a sexy ad. That makes you pay attention.

Alicajic’s thing is strong visual imagery and capturing honest, human performances. You probably noticed.

He’s also a screenwriter. That shows too. Alicajic’s first feature script, Divine Shadows, won the IF award for best unproduced screenplay.

These qualities have always been with Alicajic. His promotional spot, Be Transformed, for the Sydney Dance Company won Gold in Direction at the 2011 New York Festivals International Television & Film Awards. The campaign was commissioned by Foxtel Management with the brief to create a high profile TV spot to promote the Sydney Dance Company and highlight the arrival of (then) new artistic director, Rafael Bonachela.

Creative credits:

Agency: Spinach

Creative director: Frank Morabito

Agency producer: Beaver

Director: Husein Alicajic

Production company: Photoplay Films

Executive producer: Oliver Lawrance

Producer: Belinda Dean

DoP: Tony Luu

Editor: Cameron Hales

Post production: Method Studios

Music: Sonar Music