WESTPAC’S DOUBLE YOU RETURNS WITH MUSIC VIDEO MAGIC

Westpac Australia’s Double You campaign takes a bold creative leap with its second instalment, unveiled not as an advertisement but as a vibrant music video. Featuring young talents Sharon-Rose and INKABEE, the film channels Ryan Hobbs’ epic track, choreographed by Kirsten Dodgen and directed by Zac Dov Wiesel through DIVISION.

Westpac Australia has redefined the boundaries of brand storytelling with the second instalment of its Double You campaign, which arrives not as a conventional advertisement but as a full-fledged music video. The project, produced in collaboration with The Tuesday Club, channels a surge of youthful energy and creative ambition, positioning the bank’s brand narrative firmly within the cultural zeitgeist.  

At the heart of the film is another epic track from Ryan Hobbs, whose music continues to shape the campaign’s identity. This time, the spotlight falls on two rising Australian artists: Sharon-Rose, aged 20, and INKABEE, just 14. Their performances bring a raw, authentic energy to the piece, embodying the campaign’s ethos of empowerment and individuality. The pairing of seasoned musical craftsmanship with emerging voices underscores Westpac’s commitment to celebrating talent and diversity.  

Director Zac Dov Wiesel, working through DIVISION, infuses the video with a kinetic vibrancy that mirrors the track’s pulse. His vision is amplified by the legendary choreographer Kirsten Dodgen, whose dynamic movement sequences transform the film into a celebration of rhythm and resilience. The Editors deliver a sharp, seamless cut, while FATHOM’s VFX work adds layers of visual spectacle that elevate the production beyond traditional brand content.  

Music supervision by Jonathan Mihaljevich at Franklin Rd Studios ensures the track’s emotional resonance is finely tuned, weaving together Hobbs’ composition with the performers’ voices to create a unified anthem. The result is a piece that feels less like marketing and more like a cultural contribution—an artwork in its own right.  

The campaign’s collaborative spirit is evident in the gratitude expressed towards the clients, production team, Hobbs himself, and the TTC crew. This collective effort reflects the evolving nature of brand communication, where advertising increasingly intersects with entertainment, art, and community. By choosing to present its message through a music video, Westpac signals a willingness to embrace risk, creativity, and cultural relevance.  

The Double You campaign’s second chapter demonstrates how brands can transcend traditional formats to engage audiences on a deeper level. With Sharon-Rose and INKABEE embodying the next generation of Australian talent, and a production team delivering world-class artistry, Westpac has crafted a piece that resonates far beyond the banking sector. It is a testament to the power of collaboration, the vitality of youth, and the enduring impact of music as a universal language.