MIRIMAR Creative Group 'Goes Full Speedo' to relaunch swimwear brand

7 May 2024

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A rallying cry for swimmers worldwide.

Speedo has partnered with independent creative agency MIRIMAR to create 'Go Full Speedo', a global campaign that will serve as a relaunch for the swimwear brand during an Olympic year.

The objective is to reclaim the Australian brand’s heritage and status as a global icon. Go Full Speedo is a rallying cry for swimmers worldwide. It's a mindset that represents total commitment in and out of the water.  

The work—which comprises film, an original song, still photography, and social videos—launches May 6 and will run through October.  

Ads will run in the USA, UK, Germany, France and Australia with media focusing on paid online video, influencer channels such as Meta and TikTok, and athlete-owned social channels.

Mirimar produced three films; the 'Go Full Speedo' launch film, 'Towel Change' and 'What Do You Call Them'—along with various cutdowns.

The project will include PR launch stunts, social activations, athlete endorsements, and an original song 'Go Full Speedo', by the band The Beefs, which plays in the films. The song is being released as a single and as a track on their new album.

The hero film is directed by Australian Scottie Cameron, who lives and works in L.A. It features Stranger Things star and Australian icon Dacre Montgomery, Californian skateboarding legend Peggy Oki, and the stars of the TV show Bondi Rescue.

Speedo is in Australia’s DNA. The brand is iconic, nostalgic, and dripping with Aussie charm. But after years of focusing on speed and performance, it has drifted away from its original bold Australian attitude.

The new brand platform helps Speedo reclaim its spot in the hearts of the bronzed Bondi Beachgoers who made it famous as well as anyone with the attitude and cheekiness to identify with it. It captures where the brand has come from and the commitment of where it’s going. 

Speedo International SVP Simon Breckon said Go Full Speedo embodies the indomitable spirit that resides within us all.

"An unwavering determination to seize every opportunity, both in and out of the water, and take commitment to the next level. We’re incredibly excited to be launching the new campaign alongside a star such as Dacre and all our athlete partners," he said.

MIRIMAR ECD Nick Morrsiey said Go Full Speedo is a mindset that can transcend the pool.

"And live in culture to celebrate anyone that’s giving it a red hot go," he said. 

MIRIMAR co-founder Luke McKelvey said frowing up in Bondi before moving to the US, Speedo was always more than just a swimwear brand—it was iconic for the people and the lifestyle it represented.

"We love that this new platform can encompass everything from a kid jumping from the high board for the first time to an Olympic athlete breaking a world record," he said.



Client: Speedo

• Global SVP Simon Breckon

• Content & Community Manager Anna Stevenson

• Global Head of Content & Community Daniela Trece

• Global Content & Community Manager Cindelle Gouin

• SVP Content & Creative Paisley Wright

• Head of Art Dana Brej

• Junior Producer Lucy Fairbanks


Agency: MIRIMAR Creative Group

• Chief Creative Officer: John McKelvey 

• Co-founder & Managing Director: Luke McKelvey 

• Executive Creative Director: Nick Morrissey

• Senior Art Director: Alex Polglase

• Senior Copywriter: Jake Ausburn

• Senior Account Director: Holly Sloofman

• Executive Producer: Bill Berg

• Creative Producer: Jacqui Walker

• Agency Producer/Post: Margot Fitzpatrick


Production Company: Collider, Sydney

• Director: Scottie Cameron

• Executive Producer: Rachael Ford-Davies

• Producer: Melissa Weinman

• Production Manager: Kate Rule

• Production/Cast Co-ordinator: Natasha Brockmeier

• Director of Photography: Ryan Camody

• Camera Operator B Cam: Jordan Maddocks

• Art Director: Elisa Baker


Editorial Company: The Editors, Sydney

• Editor: Grace O’Connell

• Executive Producer/MD: Nicoletta Rousianos

• Editorial Producer: Isabella Key

• Flame Operator: Stu Cadzow

• Colourist: Matt Fezz



• Original track: “Go Full Speedo” The Beefs.

• Original Music and Lyrics - The Beefs 

• Production - Sammy Smith 


Sound Design and Music Post: Sonar Music, Sydney

• Senior Sound Designer: Andy Stewart

• Additional Music Production: Josh Pearson 

• Additional SFX & Foley: Joel Dias and Liam Del Prete 

• Head of Production: Haylee Poppi

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