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Luscious International director Sam Bryant has completed a colourful TVC for Big W, working alongside IdeaWorks senior creative Louise Mahoney.

"I wanted to capture the Big W message – Live Big For Less -- by creating a world that was visually big in spirit," explains Bryant.

"Ideaswork came to us with re-branding for Big W so I wanted to come up with something distinct and do service to the big idea and bold script and take the brand in a totally new direction," he says.

The director felt he had to take a step outside the ordinary and was inspired by Melbourne based artists Merryn Trevethan, who he has wanted to work with for some time. Together they put together the successful pitch.

Bryant was excited to see how they would incorporate the artwork and best tell the story – how to live big in the real world.

"I wanted to own a space, do service to the idea of living big, and by collaborating with Merryn we created something huge but accessible. Turning 2D artwork into a 3D world was an exciting process, and allowed us to move around the artwork."

Luscious International brought the rights from Ian Dury's estate to re-record his original track 'I Want to be Straight'.

The Big W re-branding will be played out across all media, catalogues and in store.