Bombay Sapphire partners with Baz Luhrmann to launch 'Saw This, Made This' campaign

The global campaign was created by AMV BBDO and directed by Juan Cabral

By creative salon

BOMBAY SAPPHIRE has partnered with world-renowned film director and creative visionary Baz Luhrmann to launch its new campaign ‘Saw This, Made This’. With creativity being cited as the second-most in-demand skill in the world, and with people involved in creative pursuits proven to be more positive, Luhrmann has issued a creative call-to-arms, inviting people to discover the creative inspiration that exists all around them.

In his role as Creative Director of the campaign, Luhrmann said "I truly believe that everyone is inherently creative, no matter who you are, where you come from or what you do. You don't have to be labeled an artist to be considered a creative. If you just give yourself permission to see the world as a gallery of inspiration and reframe how you think about things, you'll unlock a part of yourself you didn't know existed. By partnering with BOMBAY SAPPHIRE, I want to encourage people everywhere to think about how they can turn the ordinary into the extraordinary and share this inspiration to make the world a more creatively nurturing place.”

The campaign invites people to capture and share on social media what they see in the world that creatively inspires them, and what they have subsequently made, using #SawThisMadeThis. Through collaboration with hundreds of artists and creators from a variety of disciplines, the campaign will feature before-and-after ‘Saw This, Made This’ videos and photos, demonstrating how people can reframe the world around them and turn that inspiration into creative expression. The launch aims to encourage everyone – from creative novices to creative leaders - to join the movement and unlock their creative talents.

In a short film featuring never-seen-before footage from Luhrmann’s personal archive, he talks candidly about how his life experience has shaped his own creative process and shares his philosophy with viewers, inviting them to see the creativity that exists in the everyday. Throughout the campaign, Baz Luhrmann will share on social media the #SawThisMadeThis submissions he finds most creatively inspiring. Submissions will also be celebrated in an evolving online gallery at

The campaign will culminate in 2023 in an awe-inspiring showcase of the world’s creativity, in partnership with global arts organisations in London and New York, including the Design Museum in London, UK, an industry-leading institution renowned for its support of the creative community. People are invited to join the movement on social media using @BombaySapphire #SawThisMadeThis, with the chance of their creations becoming part of a global showcase of creative inspiration at the Design Museum and other leading creative institutions around the world.

Luhrmann said "With the support of BOMBAY SAPPHIRE, we will celebrate the culmination of the #SawThisMadeThis campaign during World Creativity Day in April. There’s no limit to what you can contribute to the initiative and I'm so excited to help inspire this next generation of creatives."

Tim Marlow, Chief Executive and Director at the Design Museum said; “BOMBAY SAPPHIRE is shining a light on the role that art plays in helping us make sense of our place in the world and the latest ‘Saw This, Made This’ campaign aims to encourage people to reconnect with their creative side. From a ‘Saw This Made This’ cocktail to the incredible inspiration shared by artists around the world, we can all be creatively stirred and turn something seemingly ordinary into our own potential masterpiece.”

Mixologists from all around the world have turned ‘Saw This’ inspiration from their resident cities, into unique BOMBAY SAPPHIRE ‘Made This’ cocktails. Martin Siska & Yann Bouvignies of the iconic Scarfes Bar in London have taken creativity from the reflected details of the city lights at Piccadilly Circus on an early winter evening and created a unique mouthwatering drink.

The multi-million-dollar, integrated global campaign from Bombay Sapphire, 'Saw This, Made This', launches today with Baz Luhrmann at the helm as Creative Director, and rolls out across ten markets including the US, UK, Spain, Italy, Germany, Australia, New Zealand, Brazil, Greece and the Netherlands.

It’s the next instalment of Stir Creativity, the brand platform for BOMBAY SAPPHIRE, and aims to show how creativity can be found everywhere. As part of the campaign, a 90’’ film has been created, directed by award-winning advertising Director Juan Cabral, who has brought Baz’s philosophy to life. The breath-taking advert is Cabral’s own poetic expression of Saw This, Made This. The film uncovers the limitless beauty in everyday scenes to inspire others to view the world as a gallery. Shot amongst the streets of Buenos Aires, Cabral’s home city and a place cited as a source of his creative inspiration, the film takes the audience on a walk of discovery, inviting viewers to step outside, look around and see the world differently.

Inspired by a famous short story from 1945 ‘The Aleph’ by the Argentine writer and poet Jorge Luis Borges, Juan uses a poetic extract as the voiceover narration for the film and the music “Arabesque” by Claude Debussy, to take the audience on an exquisite visual journey, aiming to stir creativity in the viewer and invite discovery of the extraordinary in the world around them. Cabral said: “Working with Bombay Sapphire on Saw This Made This alongside Baz Luhrmann has been an incredible journey. With our collective passion for storytelling and turning everyday moments into something extraordinary, we hope to inspire people to reframe the way we see the world.”

Natasha Curtin, Global Vice President, BOMBAY SAPPHIRE said; “We are thrilled to be collaborating with incredible, visionary creative champions on our latest mission to stir creativity in people around the world. For over thirty years BOMBAY SAPPHIRE has collaborated with creators and artists with the purpose of giving support to and building a platform for creative self-expression. Like Baz and Juan, we believe in the importance of creativity - it is an essential part of what makes us human. With this campaign, we set out to show that creative inspiration is everywhere and to encourage people to reconnect with their own creative side.”

The global through-the-line campaign, developed in partnership with AMV BBDO, Ogilvy PR and OMD over the last two years, launches today across TV, Cinema, VOD, OOH, Social and PR.


Client: Bacardi

Brand: Bombay Sapphire

Campaign title: Saw This Made This

Client name: Natasha Curtin and Richard Cuthbert

Creative Agency: AMV BBDO

CCO: Nicholas Hulley and Nadja Lossgott

Creative Director: Michael Jones and Thomas Hazledine

Creative team: Jack Smedley and George Hackforth-Jones

Social creative team: Mat Scholes, Piet Rossouw, Ant Eagle and Kalle Everland

Design team: Chris Chapman, Simon Dilks and Marion Rossignol

Agency Planning Team: Suzanne Barker and Marina Glavan

Agency Account Team: Alistair Nichols, Jamie Pettigrew and Ella Fanshawe

Agency Producers: Verity Elvin, Meg Everett and Charlotte Igharo

Social manager: Lupe Baeyens

Project Manager: Lucy Farmer

Business Affairs: Michelle Holmes, Cate Killeen

Production Company: MJZ

Film Director: Juan Cabral

Production Co. Producer: Nicola Dempsey

Production Co. Executive Producer: Dickie Jeffares

Editing Company: The Whitehouse Post

Editor: Russell Icke

Post-production Company: Rohtau

Sound studio: 750 MPH

Audio Post-production: Sam Ashwell @ 750MPH

Music Production: Pete Raeburn @ Soundtree

PR agency: Ogilvy PR UK

PR Account Team: Jenny McCoubrey, Helen Doyle and Georgia Dwyer

Media agency: OMD UK

Media planner: Natalie Fernandes and Ella Thornborough


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