Bells chime in the distance. Flags ripple in the gentle breeze. For Resort 2022, we reinterpreted the recurring SIR theme of sisterhood through a fearless yet nostalgic lens. The campaign is set against mystical sunrises, crystal-clear waters, ragged cliff faces, and disappearing islands: the spectacular scenery of Western Australia, a land held in balance by its traditional Aboriginal custodians and elders, and a place of special significance for SIR founders Nikki Campbell and Sophie Coote.

At this edge of the world, nature is rough, beautiful, yet unforgiving. Our characters appear, fully formed and powerful, echelons of a new civilisation. This is a story of finding home in the unlikeliest places and protecting it at all costs. It is also a moment of departure. Born when the world was in confinement, the campaign pushes forward with a yearning to reclaim our freedom.

Unapologetically Australian, Resort ‘22 draws from memories of summers past, retelling stories of friendship, belonging, friction, and togetherness. Sometimes otherworldly, sometimes oddly normal: a makeshift shade tent with shadows of dancers revelling outside recalls memories of growing up or camping at a festival long ago. Balloons anchor in the sand like buoys shipwrecked in time and space. Painted canvases, sparklers, and giant bonfires gleam with trippy wonder. Unwavering in their pursuit of utopia, our characters engage in child's play, finding pleasure and freedom in letting go of expectations. A mystical adventure awaits.