Rufi Asia-Pacific Content Creation

RUFI — Brand Film, Photography & Storytelling

A sensory brand film and photography suite for RUFI, blending light, nature, and movement into a calm and restorative Australian lifestyle aesthetic.

Created in close collaboration with our international client, RUFI, this brand film and still content invites audiences into a sensory world where nature, light, and breath guide the experience. Grounded in the essence of the Australian lifestyle, the visual story evokes calm, connection, and quiet joy — reflecting RUFI’s core values of mindfulness, joy, and nature-led living.

Services Provided

– Creative Direction
– Script + Concept Development
– Location Scouting
– Talent Casting
– Cinematography
– Photography
– Video Editing
– Colour Grading
– Sound Design
– Social Content

The Approach

The visual concept was built around RUFI’s values — nature, joy, mindfulness. From golden-hour cinematography to wardrobe styling and curated props, every scene was designed to capture textures, tones, and rituals of calm, restorative living.

Sound design played a vital role in shaping the brand film — adding rhythm, warmth, and emotion that elevated the sensory story beyond the visual.

The Challenge

RUFI needed content that could bridge Asia-Pacific innovation with the trust and lifestyle appeal of Australia. The goal was to create a brand film and content library that didn’t just showcase products, but conveyed a feeling: breathe in, slow down, reconnect.

The Outcome

The final film distilled RUFI’s essence into a cinematic journey: expansive yet intimate, grounded yet aspirational. Photography and social content extended the story, ensuring RUFI’s values could be shared across digital campaigns, platforms, and touchpoints.

The Impact

Positioned RUFI as a lifestyle brand rooted in nature and mindfulness
Strengthened Asia-Pacific brand identity through association with Australia’s natural, safe reputation
Delivered a versatile content suite — film, stills, and social assets — for campaign rollout
Built an enduring creative partnership founded on trust and shared values

Behind the Lens

Behind the making of RUFI was a team of passionate collaborators. From production, scripting, and location scouting to long, hot 40-degree filming days, every detail was shaped with intention and a shared respect for storytelling.

Client: RUFI Australia
Agency: We Are Purpose
Creative Direction: Anne Deane
Director of Photography / Editor / Sound: Haydn Deane
Gaffer: Hamish Rayner
1st AD: Laura Mijan
Styling: Belle Bright Project