TV ad: SBS: The Family - Makeup Department

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Earlier this year, one ordinary Melbourne family agreed to have 35 cameras installed in every room their home with the knowledge that once they started rolling they would not stop. No matter what. Over 100 days every whisper, fart, and cuddle in the Cardamone family’s home was captured for the entire world to see.

There was no director, no script, no challenges, no crew on set - heck, there wasn't even a set.

This isn't reality TV. It's reality.

To promote the show on SBS ONE, Us Sydney created an outdoor, print and online campaign around The Cardamone family, which included the tagline and art direction.

Capturing and advertising the Cardamones in a traditional staged and set-up environment didn’t seem right considering the premise of The Family, so the agency decided to make the traditional media as real as the show.