R.M. Williams launch Cloudbuster campaign

Director Bill Bleakley brings a cinematic authenticity to the Australian outback in Cloudbuster, a new campaign for R.M.Williams produced by MOFA. 

Shot in outback Queensland, the film celebrates the grit, grace and quiet confidence of Australia’s bronc riders, drawing on a deep connection to the land and the traditions of horsemanship. Approached directly by R.M.Williams, Bleakley was selected for his unique understanding of rodeo culture. He’s been directing a feature documentary on the Australian rodeo circuit for the

ABC since 2022, filming across the Gulf Country and Mount Isa. When the brand reached out about Cloudbuster, Bleakley and his team had just wrapped four weeks shooting rodeos and outback life, giving them unparalleled access to riders, locations and an instinctive feel for the world they were depicting.

“We literally wrapped the feature doco two days prior to shooting this, so we were in a documentary headspace.” says Bleakley. “We were tuned in to the people, the light, and the rhythm of rodeo life. R.M.Williams gave us the freedom to approach it more like a film than a commercial, to capture whatever felt authentic and cool.” 

Cinematographer Al Serafini was a key collaborator, bringing a restrained, filmic aesthetic to the project. The result is a piece that feels grounded yet elevated — a stylish documentary portrait of life on the land, framed through the lens of R.M.Williams’ rugged new Cloudbuster boot range. At the heart of the campaign lies the idea of “train hard, land light”  a nod to the discipline behind the ease of great horsemanship, and a reflection of the brand’s enduring craftsmanship.