We Are Purpose × RUFI: A brand film for an Asia–Pacific launch

We Are Purpose × RUFI: A brand film for an Asia–Pacific launch

We’re excited to share a new collaboration with RUFI Asia–Pacific—a high‑end lifestyle brand inspired by Australia’s connection to nature. Together, we’ve created a brand film and a suite of stills that capture a distinctly Australian rhythm: breath, movement, light, and the quiet moments where home and self feel in balance.

The collaboration

RUFI is building a world where indulgence and responsibility can coexist—a calm, modern take on personal and home care. Our role was to translate that idea into moving images: a visual story that invites viewers into the brand’s sensorial cues without shouting for attention. The film pairs coastal air and open light with intimate product moments, guiding the audience by feel first.

Alongside the film, we produced still content for web, retail, and press—clean, tactile images designed to sit comfortably in premium environments across the Asia–Pacific region.

The work

• Brand video production — location cinematography, natural‑light vignettes, macro product scenes and sound design built around breath and quiet.

• Photography — lifestyle and product stills; a library that can stretch across e‑commerce, retail partners and PR.

• Asia–Pacific branding & packaging support — assets and guidance that keep the brand clear and coherent as RUFI expands in the region.

Aesthetic & intent

The film and imagery reflect RUFI’s core principles—harmony, simplicity, authenticity—by keeping the camera patient and the palette restrained. Texture carries the message: linen, skin, timber, water. The result feels lived‑in rather than staged—an Australian lifestyle seen up close.