Bombay Sapphire and Baz Luhrmann invite people to see the world as a gallery of creative inspiration

Bombay Sapphire has partnered with world-renowned film director and creative visionary Baz Luhrmann to launch its new campaign ‘Saw This, Made This’. 

With creativity being cited as the second-most in-demand skill in the world^[1], and with people involved in creative pursuits proven to be more positive^[2]_, Luhrmann has issued a creative call-to-arms, inviting people to discover the creative inspiration that exists all around them.

In his role as creative director of the campaign, Luhrmann said "I truly believe that everyone is inherently creative, no matter who you are, where you come from or what you do. You don't have to be labelled an artist to be considered a creative. If you just give yourself permission to see the world as a gallery of inspiration and reframe how you think about things, you'll unlock a part of yourself you didn't know existed."

The campaign invites people to capture and share on social media what they see in the world that creatively inspires them, and what they have subsequently made, using #SawThisMadeThis. 

Through collaboration with hundreds of artists and creators from a variety of disciplines, the campaign will feature before-and-after videos and photos, demonstrating how people can reframe the world around them and turn that inspiration into creative expression. 

In a short film featuring never-seen-before footage from Luhrmann’s personal archive, he talks candidly about how his life experience has shaped his own creative process and shares his philosophy with viewers, inviting them to see the creativity that exists in the everyday. Throughout the campaign, Baz Luhrmann will share on social media the #SawThisMadeThis submissions he finds most creatively inspiring. Submissions will also be celebrated in an evolving online gallery.

The campaign will culminate in 2023 in a showcase of the world’s creativity, in partnership with global arts organisations in London and New York, including the Design Museum in London, UK, an industry-leading institution renowned for its support of the creative community.