Own The Cold | UNIQLO HEAT TECH

For UNIQLO’s Own The Cold campaign, we created a concept built around the honest, overlooked hours when Australians feel winter most – the early mornings before the world wakes up. We wanted Australians to see themselves in these moments and feel understood, not just advertised to.

That insight shaped Early Risers, a four-part social doco series capturing real creators across Sydney and Melbourne who face the chill as part of their everyday routine.

As lead creative of this campaign, I conceptualised the series, scripted the narrative, and directed each episode, crafting an intimate look at four individuals whose mornings begin well before sunrise - a chef stepping into the kitchen for a long shift ahead, a barista prepping to warm the neighbourhood with the first coffee of the day, a third-year medical student powering through cold pre-dawn hospital rounds, and a running technique specialist coaching athletes on frosty open fields. Each story reveals the grit behind their daily rituals and how UNIQLO HEATTECH quietly supports them through the coldest moments.

Authentic, grounded, and rooted in real Australian mornings, Early Risers brought the campaign’s message to life – with UNIQLO HEATTECH, you don’t just brave the cold, you own it.