Campaign: Country Road’s Summer Wonder With Model Gemma Ward

Campaign: Country Road’s Summer Wonder With Model Gemma Ward

Model Gemma Ward makes her long-awaited return to modelling in a short film and campaign for Australia’s fashion and lifestyle brand Country Road.

Natalie Arnull
Posted by Natalie Arnull

The campaign officially debuts her 10-month-old daughter Naia.

Created and produced by production studio C-KOL,¬†Country Road’s film ‘Summer Wonder’ and related campaign mark the first time Ward has appeared in front of the camera since her hiatus from the industry six years ago. Capturing sun-drenched moments and memories of Australia’s idyllic summer lifestyle, Summer Wonder portrays Ward as a new mother finding solace at her family beach house.

The campaign will run across TV, cinema, online, social media and PR.

Country Road’s managing director Sophie Holt says on working with Ward, “We are very proud to be the first to work with Gemma on this project after her break from modelling. She is an iconic Australian beauty whose natural, fresh energy is the perfect embodiment of the Country Road spirit. It was so touching that Gemma shared her daughter Naia with us; she brought such delight to the shoot. This is a beautiful campaign for our brand, it calls out the freedom and joy of the Australian summer, the simple pleasures of time spent with family and friends, and the natural splendor of our landscape.”

C-KOL director Adam Murfet says of the intention behind the film, “We wanted the audience to desire summer and feel that intimate, nostalgic feeling of returning to a place you have such fond memories of – something we can all relate to. Country Road is a true lifestyle brand and the story is a window into those personal summer moments you spend with family, like the first holiday between mother and daughter, set against the backdrop of a beautiful, Australian beach.”

To make Summer Wonder Country Road and C-KOL journeyed to the quiet coastal town of Seal Rocks in NSW. The location was chosen for its authentically Australian feeling and raw, untouched beauty which reflects values inherent to Country Road’s heritage and clothing – simple, honest beauty.

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Securing Ward in her first campaign back is a worldwide coup for Country Road, a household name in Australia and the country’s leading fashion and lifestyle retailer. The film and campaign continues the brand’s dedication to working with preeminent Australian talent, and creating beautiful and impactful films as initiated in ‘Life Through Wool’ with actor Isabel Lucas and Woolmark earlier this year.

Currently celebrating 40 years in business, Country Road has built its iconic reputation on staying authentically Australian.

Creative credits:

Creative and production studio: C-KOL

Directors: Jessie Oldfield & Adam Murfet

Producer: Elizabeth Rocka

Account Director: Natalie Arnull

Scriptwriter: Jane Hampson

Cinematographer: Shelley Farthing-Dawe

Editor: Daniel Kerr

Music: Penguin Cafe Orchestra

Sound Design: Erin McKimm

Colourist: Roslyn Di Sisto (Method Studios)

Graphic Design: Ortolan

PR: MCMPR