Simple & Effective: The Art Of The One Shot Brand Film
In 2012, Nike released what has gone on to become one of the most iconic video marketing campaigns of all time.
The Find Your Greatness campaign wasn’t just a hit, it was a masterclass in understanding your audience. It demonstrated Nike’s deep grasp of their target market’s desires, motivations, and psychographics.
And at the heart of this campaign was a one-minute brand film: One shot. One boy. One story.
A young, overweight kid jogs down a gravel path at sunset. There are no flashy cuts, no elaborate effects, just him, running.
It’s still one of the most powerful brand films I’ve ever seen.
If you’d like to read my full breakdown of the Nike film, I’ve covered it in depth in this article.
A Modern Take from Bonds
Last week, while scrolling through LinkedIn, a new one-shot piece caught my attention.
This time, from Bonds.
A 30-second film. More commercial than brand film in nature – but it carries the same DNA:
- A single shot
- A clear storyline
- A strong message
- Simple, effective execution
I watch a lot of brand films and commercials from all kinds of brands, and when I come across something that stands out – I like to unpack it. Not just for my clients, but for you, the reader.
Because when a brand gets it right, there’s a lot we can learn.
Why This Video Works So Well
The Bonds brand film opens on a tight close-up of Robert Irwin’s face.
It immediately builds curiosity and emotional connection.
Why are we so close to his face? Why are we seeing his every micro-expression? It creates a sense of intimacy and suspense. We lean in.
What’s he thinking? What’s about to happen? Will he cry? Will he laugh? We don’t know. So we keep watching.
As the camera begins to dolly backward, the scene gradually reveals itself, one detail at a time.
We see:
- A snake draped over Robert’s shoulders
- A sprinkler suddenly clicking on
- A spider crawling up his leg
- A glass raised to his lips
- A lawnmower
- A neighbour bouncing on a trampoline
- And finally… a crocodile, roaring inches away
So many unexpected visual elements, introduced one after another, that keep us watching. We’re constantly asking: Why is this here? What does it mean? Where is this going?
This sequence – layered with intrigue and escalating absurdity – keeps the audience hooked right to the very end.
The Payoff: Humour, Simplicity, and Messaging
As the camera continues to pull back, a voiceover calmly says:
“How is it that Australians are so laid back?” Pause. Suspense builds. We’re ready for the punchline.
“It’s simple… they’re all wearing comfy undies.”
Brilliant.
It lands with humour, clarity, and confidence, all in under 30 seconds.
The Deeper Context: Why This Film Was Made
If you’re wondering why Bonds created such a uniquely Aussie piece, it’s because this video was made to launch Bonds into the US market.
And with that context, it all makes sense.
They’re deliberately leaning into all the classic Australian stereotypes:
- Large, dangerous wildlife everywhere
- Aussie’s and their lawnmowers
- A hills hoist clothesline
- A typical suburban backyard
- A chilled-out Aussie guy drinking
- And, Robert Irwin – you can’t get more Aussie!
Just like Nike, Bonds shows a deep understanding of their target customer’s psychographics. They’re not just trying to make you remember the ad, they’re trying to make you feel something about the brand.
And in this case, it’s light-hearted, confident, and unmistakably Australian.
Additionally, the chilled-out nature of this video, and Australian’s, is much in contrast to the current affairs in the USA currently.
So, Bonds position their product as one that can help Americans bring back some of the ‘chill vibes’ they’d be searching for currently.
What This Means for Your Marketing Team
If you’re part of a marketing team, or you’re overseeing brand content for your organisation, there’s a lot to take away from both the Nike and Bonds examples.
Here’s why this one-shot format is worth considering:
- It’s emotionally engaging – The lack of cuts creates intimacy. The audience feels like they’re witnessing something real.
- It keeps attention with evolving visual stimuli – New details are revealed over time, keeping viewers curious and invested.
- It’s cost-effective to produce – One continuous shot means fewer setups and potentially fewer edit rounds.
- It forces clarity of message – You can’t hide behind fast edits or distractions. The idea needs to be strong on its own.
- It works brilliantly on social – Viewers are more likely to stop scrolling when something feels “unusual” or out of the ordinary — and a one-shot film with a hook up front does just that.
Final Thoughts
One-shot brand films are deceptively simple, but when done right, they’re incredibly effective.
They strip away the noise and force you to focus on what really matters: the message, the delivery, and the emotional connection. And this is why I love them so much – because i am a massive fan of creating brand films that are not only of a high production quality, but also high quality in their messaging and emotive connection.
Whether you’re Nike selling a mindset, or Bonds selling undies, a single shot can do a lot of heavy lifting.
Want Some Help In 2025?
At Fixon Media Group, our team specialise in capturing the emotions that resonate with your customers and transforming them into powerful, captivating brand films designed to connect with your audience.
If you’re looking to create impactful brand films and short-form video content in 2025, feel free to get in touch with our Melbourne based video production team.