Woolworths Supermarket
Recording a New Brand Sound
Film and post-production director
When Woolworths made the rare decision to replace a jingle that had defined the brand for decades, this film captured the moment their new sound was brought to life.
Client: Woolworths
Agency: Droga5, Sydney
Role: Film and Editorial Director
Medium: Online and Internal
For over two decades, Woolworths’ jingle had been one of the most recognisable pieces of audio branding in Australia. As part of a brand refresh with Droga5, the company made the strategic decision to introduce a new song — a significant shift for one of the country’s largest supermarket brands. I was engaged to direct a short documentary for online and internal communications, capturing the studio band recording the new track alongside interviews with contributors from the Woolworths marketing team, Droga5, and the sound studio responsible for producing the song.
