Bombay Sapphire & Baz Luhrmann Launch 'Saw This, Made This'

With creativity being cited as the second-most in-demand skill in the world, Baz Luhrmann & Bombay Sapphire want to create a gallery of creative inspiration

By: Tiff Christie|October 13,2022

Inviting people to see the world as a gallery of creative inspiration, global Gin brand Bombay Sapphire has partnered with world-renowned film director and creative visionary Baz Luhrmann.

In launching ‘Saw This, Made This’, the brand and the director are issuing a creative call-to-arms, inviting people to discover the creative inspiration that exists all around them.

“I truly believe that everyone is inherently creative, no matter who you are, where you come from or what you do,” said Luhrmann in his role as Creative Director of the campaign. “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.

“By partnering with Bombay Sapphire,” Luhrmann continued,  “I want to encourage people everywhere to think about how they can turn the ordinary into the extraordinary and share this inspiration to make the world a more creatively nurturing place”

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 ‘Saw This, Made This’ videos and photos, demonstrating how people can reframe the world around them and turn that inspiration into creative expression.

The launch aims to encourage everyone – from creative novices to creative leaders – to join the movement and unlock their creative talents.

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 creative process. Through sharing his philosophy with viewers, Lahrmann hopes to invite everyone to see the creativity that exists in the everyday. Throughout the campaign, Luhrmann will share on social media the #SawThisMadeThis submissions he finds most creatively inspiring.

Submissions will also be celebrated in an evolving online gallery at

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


Bombay Sapphire is shining a light on the role that art plays in helping us make sense of our place in the world,” said Tim Marlow, Chief Executive and Director at the Design Museum. “The ‘Saw This, Made This’ campaign aims to encourage people to reconnect with their creative side. From a ‘Saw This Made This’ cocktail to the incredible inspiration shared by artists around the world, we can all be creatively stirred and turn something seemingly ordinary into our own potential masterpiece.”

People are invited to join the movement on social media using @BombaySapphire #SawThisMadeThis, with the chance of their creations becoming part of a global showcase of creative inspiration at the Design Museum and other leading creative institutions around the world.

With the support of Bombay Sapphire, we will celebrate the culmination of the #SawThisMadeThis campaign during World Creativity Day in April,” Luhrmann explained. There’s no limit to what you can contribute to the initiative, and I’m so excited to help inspire this next generation of creatives.”

Mixologists from all around the world have turned ‘Saw This’ inspiration from their resident cities into unique Bombay Sapphire ‘Made This’ cocktails. Julia Momose of Kumiko in Chicago has taken creativity from organic details in the trees in Chicago, and Valentino Longo of Shoshin Art Club in Miami from the city’s iconic Art Deco architecture, to create unique, mouthwatering drinks.

The multi-million-dollar, integrated global campaign from Bombay Sapphire, ‘Saw This, Made This’, launches today with Baz Luhrmann at the helm as Creative Director and rolls out across ten markets including the US, UK, Spain, Italy, Germany, Australia, New Zealand, Brazil, Greece and the Netherlands.

It’s the next instalment of Stir Creativity, the brand platform for Bombay Sapphire, and aims to show how creativity can be found everywhere. As part of the campaign, a short film has been created, directed by award-winning advertising Director Juan Cabral.

The breathtaking advert is Cabral’s poetic expression of ‘Saw This, Made This’. The film uncovers the limitless beauty in everyday scenes to inspire others to view the world as a gallery. Shot amongst the streets of Buenos Aires, Cabral’s home city and a place cited as a source of his creative inspiration, the film takes the audience on a walk of discovery, inviting viewers to step outside, look around and see the world differently.

Inspired by a famous short story from 1945 ‘The Aleph’ by the Argentine writer and poet Jorge Luis Borges, Juan uses a poetic extract as the voiceover narration for the film and the music “Arabesque” by Claude Debussy, to take the audience on an exquisite visual journey, aiming to stir creativity in the viewer and invite discovery of the extraordinary in the world around them.

“Working with Bombay Sapphire on “Saw This Made This” alongside Baz Luhrmann has been an incredible journey,” said Natasha Curtin, Global Vice President, Bombay Sapphire. “With our collective passion for storytelling and turning everyday moments into something extraordinary, we hope to inspire people to reframe the way we see the world.”

“For over thirty years Bombay Sapphire has collaborated with creators and artists with the purpose of giving support to and building a platform for creative self-expression,” she continued. “Like Baz and Juan, we believe in the importance of creativity – it is an essential part of what makes us human. With this campaign, we set out to show that creative inspiration is everywhere and to encourage people to reconnect with their own creative side.”

For more information, go to to watch, listen, and share your creative inspiration today.

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Bombay Sapphire & Baz Luhrmann Launch 'Saw This, Made This'

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