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GEM AU | Brand Campaign

Service

Creative Production

GEM PARTNERED WITH THE CONCIERGE AGENCY TO DEVELOP A CAMPAIGN PLATFORM BUILT AROUND A SIMPLE REFRAME: DEODORANT IS NOT A UTILITY. IT IS A RITUAL.

Gem’s Sport range marked a first for the brand – its debut unisex collection, and with it, an entirely new market to reach. The creative challenge was clear: build genuine awareness with a male audience, without losing the existing female-led community it had built. To differentiate without alienating. Holding the brand essence of Gem while opening it up to a new chapter. New market, same identity.

Gem partnered with The Concierge Agency to develop a campaign platform built around a simple reframe: deodorant is not a utility. It is a ritual.

From this insight, Made to Move You became the creative anchor for the ’26 campaign. A study of performance, skin, and scent, designed to shift Gem Sport out of the functional hygiene category and into something people actively choose to wear. Clinical-grade protection meets cologne-quality fragrance – the campaign was built to make you feel both.

The campaign was delivered through a two-day studio shoot shot across male and female talent; producing a layered suite of hero film, motion, and stills across a series of controlled, skin-led environments. The visual language drew from sport editorial and prestige beauty in equal measure: locker rooms, training objects, and personal kit moments grounded the world in performance, while directional lighting, close skin detail, and sound design elevated it into something considered and sensory.

The final body of work positioned Gem Sport as a performance-led brand built on precise formulation and elevated scent, shifting perception from daily hygiene to considered daily ritual. The content was built to carry across digital, social, and retail, giving Gem a visual platform with both campaign impact and long-term brand utility.

A muscular shirtless man with hand wraps grips a silver bottle labeled 'Sport-loving Protection' while leaning on a rope during a workout, against a pale background.

Results

10 +

Campaign Videos

35+

Campaign Stills

2+

Days
Gray athletic sneaker perched on a stack of silver soccer balls tied with white netting, with a silver spray bottle labeled Gem tucked into the shoe.

CAMPAIGN STILL LIFE

CAMPAIGN VIDEO

Woman wearing a gray athletic bodysuit lifts dumbbells in a bright studio, performing a shoulder press stance.
CAMPAIGN STILLS

Approach

The Concierge Agency led creative direction and production from concept through to delivery. Pre-production focused on building the Made to Move You narrative, a campaign world where effort, release, and confidence form a clear arc, and where product sits naturally within the athlete’s world rather than being styled for it.

The visual framework was built around five distinct shot categories: prep and ritual, product in use, performance, skin and texture, and talent interaction. Each category served a specific purpose from establishing the daily habit to reinforcing the physicality of the product, ensuring the final suite could flex across a 30-second hero film, cutdowns, and standalone stills.

Lighting was controlled and considered, soft skin-led light paired with directional shaping to define muscle and form. Bodies were captured in moments of tension and release. Movement direction felt sculptural and held, not blurred. Composition was graphic and directional, with cropped bodies, close skin details, and off-centre framing creating a sharp editorial feel throughout.

The final content suite delivered both high-impact campaign assets and modular product storytelling built for longevity.

“It’s rare to find an agency that truly speaks your brand language. From the biggest creative moments to the smallest details, TCA brought an incredible level of care, creativity and thoughtfulness to every part of this campaign. Nothing was ever too hard, and the team felt like a genuine extension of our own. We’re beyond proud of the final result, but even more grateful for the passion and thoughtfulness that went into bringing it to life.” Daisy James - Head of Brand and Content
Man pedaling a stationary bike in a studio, torso bare and wearing brown shorts.
Dark-skinned, shirtless man with water droplets on his chest holds a small grooming bottle against his chest.
Woman in a gray athletic bodysuit sits cross‑legged on the floor, tying a jump rope around her neck while a bottle sits nearby on the left side.
Athletic woman in a white bodysuit stands between hanging wooden gymnastic rings, holding a silver spray bottle.
Male athlete with a gray hoodie draped over his shoulders, hand wraps, and a silver water bottle, standing in a post-workout pose.
Male boxer with white hand wraps and black shorts, shirtless, in a fighting stance toward the camera.

Behind the scenes

Shirtless man on a white studio set, gripping a rope as crew members and cameras surround him (behind the scenes).

@BTS

Creative Director + Producer: Renee Tappenden
Set Designer + Props: Danielle Williams
Production Assist + Movement: Kira Holland
Director + Photographer: Jesse-Leigh Elford

DOP: Jack Younger

1st AC: Zac Tome

Music Composer + Sound design: Harry Hayes

Gaffer: Ryan Stamatiades
Digi Op: Joelle Parisotto
H&MU: Rob Povey
Stylist: Abbey Bennett
Talent: Lucky, Bayn, Whynter

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