The brief.

The Brief: Known for its corporate crowd, Sax came to us with a clear challenge: shift the perception. Reposition the brand from weekday lunch spot to all-day, all-night experience. Our job was to craft a visual and social presence that captures the versatility of the venue—coffee by morning, martinis by midnight—and make Sax feel like the best-kept secret in Sydney worth discovering. Tuned to the Mood: We led with tone. Through rich, cinematic visuals and a curated social voice, we transformed Sax’s story into one of seamless transition—from espresso-fuelled mornings to dimly lit evenings wrapped in saxophone notes and signature cocktails. The hero video sets the pace: golden hour glows, plates shared between friends, cocktails stirred in slow motion, and moments that blur the line between day and night. Paired with strategic social management, we brought intimacy and allure back to the brand, inviting a new crowd to settle in, stay late, and write their own story at Sax.