Sweet Celebrations As Toffee Turns One!

Sweet Celebrations As Toffee Turns One!
Emily Owens
By Emily Owens



It’s been a sweet first year for all-girl production company Toffee Studios. With a heart-warming winner for Plush Sofas, a food flipping food extravaganza for Sirena Tuna, a series of DIY videos featuring Scott Cam for Mitre 10, and lately, another heart-warmer for natural baby-care brand Gaia.

It’s not surprising this savvy start-up has made such a big mark in its first year. After all it draws on the huge collective experience of the three studio principals – director &founder Emily Owens, film producer Christina Radburn, and advertising production guru Lauren Sellwood.

A Very Plush Start

Toffee’s collaboration with agencies Grazia and Akkomplice brought to life possibly the most heart-warming TVC of 2016 for major furniture retailer, Plush.  The 60-second TVC centres around the story of French Bulldog, Indi, and her struggle to fit into the hustle & bustle of everyday family life.

Delivering on the brand promise of ‘we all deserve a little comfort,’ the final frame shows Indi spending some time with her family on a very luxurious sofa – and hearts melted all over the country.

This was proceeded by a high-energy campaign for Sirena Tuna featuring Australian Flair Bartender Championship winner for 2015, Clinton Weir, effortlessly flipping, slicing and blending ingredients of the new products.

Next, Toffee quickly followed up with 10 x DIY videos for hardware chain Mitre 10, to help leverage their sponsorship of The Block.  Working closely with Channel 9’s branded content arm, 9mm, the Toffee team took over a soon-to-be-demolished house in suburban Melbourne and painted, scraped, hammered & grouted their way to ten real-life reno jobs in two days.

The result is some slick, easy-to-follow video content narrated by popular The Block host, Scott Cam.

Most recently, Toffee took on creative development and production on the inaugural TVC for natural baby care brand, Gaia.

Working with a roster of eight different mums, dads & bubs aged six-13 months, the whimsical, light-filled multi-narrative brought to life every young family’s story of an active, excitable, messy baby and the joy and laughter that accompanies it.

Animals. Children.  Who Will We Work With Next?

While everyone says “never work with animals or children”, the Toffee team have made it a core part of their business.  With over 200 campaigns in the can and more shooting time than most other companies in the industry, Toffee are not afraid of a challenge and it’s this attitude that sets them apart.

Toffee director Emily Owens, says,  “ I have always navigated towards a brief that has an element of unpredictiblity. This is this where true magic happens and great things are crafted and molded from.”

“If you are looking for a production company with a ton of experience, a passion for innovation, a friendly and collaborative approach, and a willingness to do whatever it takes to create the best work possible, Toffee Studios are your new go-to girls!”




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