UNIQLO: Early Risers - Documentary-Style Branded Series

Client: UNIQLO Australia
Agency: 1000heads
Produced by: Leap Films
Director: Mark Lloyd
Cinematographer: Ben Coope

UNIQLO Australia wanted to showcase their HeatTech range in a way that felt personal and human — not like an ad.

The brief:

create short, authentic stories showing how Australian creatives embrace early mornings and the cold as part of their daily ritual.

Approach:
Working with agency 1000heads, we shot a series of mini-docs across Sydney and Melbourne featuring four influencers. The tone was observational and grounded, showing their morning routines, blending lifestyle cinematography with an editorial sensibility. A small crew allowed us to move fast, capture real moments, and maintain intimacy.

Results:
The “Early Risers” series achieved 1.2M+ views on UNIQLO AU’s Instagram, significantly outperforming average branded content engagement. The campaign helped position Heattech as part of a creative lifestyle rather than a product push.

Stills frames for social sharing