Guys Grooming - “Reclaim your Edge”
When you’re advertising a service business, the goal usually isn’t just to show what you do - it’s to show how it feels.
For this project, Harmonised Marketing engaged us to help produce a social media advertisement for their client, Guys Grooming. The concept focused on the contrast between the stress of a busy workday and the refreshed feeling of taking time out for grooming and self-care.
The aim was to create a polished but relatable ad that highlighted both the experience and the range of services Guys Grooming offers.
Our Approach
The project was filmed across a half day, split between multiple locations:
An office space in the Perth CBD
Outdoor city locations
Guys Grooming’s premises
To help the opening scenes feel believable, we cast Steve Whiteside, a Perth-based actor, to play the role of a stressed office worker navigating the pressure of a busy day.
The initial concept came from Andrew at Harmonised Marketing, which we refined further during pre-production. We developed the script, planned the shot list, and held casting auditions to find the right fit for the role.
Creative & Technical Approach
This project relied heavily on pacing, energy, and performance.
The early scenes needed to communicate stress and pressure quickly, while the transition into the Guys Grooming experience needed to feel smooth and satisfying. A lot of this was developed collaboratively on set, working with the talent to gradually build and refine the performance through multiple takes.
For the camera work, we filmed the starting office and city scenes handheld to get a more ‘shaky’ feel - helping to communicate the ‘stress’, before switching to the gimbal when we filmed at Guys Grooming - so that the footage was smooth - again, trying to subtly convey to the viewer a tone of the business and its purpose.
Logistics were also a major consideration.
We had limited access to the city and office locations before needing to move into filming at Guys Grooming itself. While some grooming scenes could be recreated or repeated if needed, others — particularly haircut sequences — could only realistically happen once. That meant careful scheduling and making sure enough time was allocated to capture those moments properly.
Throughout the day, coordination between locations, talent, agency, and business operations was essential to keep everything moving efficiently.
What We Delivered
At the completion of the project, we delivered:
1 main advertisement video
Provided with 2 alternate outros/CTAs
Delivered in both:
16×9 format
9×16 vertical format
Versions supplied:
With captions
Without captions
This ensured the client had flexible deliverables ready for use across a range of social media advertising placements and the front page of their website.
Alternative outro version
Let’s Wrap This Up!
This project is a good example of how even a short-form ad still relies heavily on planning, collaboration, and logistics behind the scenes.
By combining agency-led creative, strong talent performance, and efficient production workflows, we helped create a polished social ad designed to communicate both the feeling and experience of the Guys Grooming brand.
When done well, short-form advertising doesn’t just show a service — it helps people imagine themselves in it.
If you’re looking to use video to advertise your business, get in contact to start a conversation and have your questions answered.
