Build Africa - "Time Machine" - Fundraising Campaign for Nowadays
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My roles: Lead Creative / Writer / Director / Editor.
Brief: Build Africa wanted to highlight the impact that staying in school until graduation can have on individuals and communities across Uganda and Kenya. Idea: What if you could go back in time, and lead a different life? One woman's history plays back in reverse and she reflects on what she would change about her life if she'd had the choice. The statistics were painted onto key props, making them part of the narrative rather than overlay text. Shoot: I directed the shoot in a mix of English and broken Swahili, supported by a tiny crew with onscreen talent who'd never even seen a camera before, let alone performed for one, which meant reshaping the directing approach in real time. Each night I edited the day's footage to make sure the sequences worked in reverse and to meet the extremely tight deadline. Impact: We used stills of the scroll-stopping statistics on social media, seeding them across the charity's platforms to drive traffic to their donations page, which saw a huge spike in the weeks following the launch. We cut a shorter trailer, (below) which performed well on the charity's various social platforms, receiving over 500k views in the first week across all outlets. |
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The full length version of the film, shown at their annual gala, helped raise over a million pounds at that event alone, which would contribute to the cost of building and maintaining several schools across the region and funding thousands of young women's education.
Unshackled and Blindfold Wines - "Introducing" - Advertising Campaign for CBI
Lead Creative / Producer / Director.
Prisoner Wines, (part of the CBI group) a US brand, came to Tastemade with a brief to create social-first films to introduce three of their newest products, white and rosé sparking wines for Unshackled and a pinot noir blanc for Blindfold.
The look-books for each brand couldn't have been more different, with Blindfold's light neutral palette and female-focus, versus Unshackled's more dark and moody night time tone. I decided to develop two cocktail recipes for Unshackled, each with its own distinctive colour palette, each using key ingredients that emphasised the flavour notes of the wines. The frames were layered to create depth and the tone on tone aesthetic was designed to halt thumbs! Blindfold's film took a totally different approach, with a clean and minimal look that was vaguely suggestive of a relaxing spa weekend and an exploration of the flavour notes, pairings and aesthetic of the brand.
We used Tastemade's extensive metrics and Pinterest Trends to predict the elements that would make the films a viral success. The films went out across Tastemade and Prisoner Wine's US socials and websites, and over-delivered on shares and likes as well as garnering over 700k views each.
Prisoner Wines, (part of the CBI group) a US brand, came to Tastemade with a brief to create social-first films to introduce three of their newest products, white and rosé sparking wines for Unshackled and a pinot noir blanc for Blindfold.
The look-books for each brand couldn't have been more different, with Blindfold's light neutral palette and female-focus, versus Unshackled's more dark and moody night time tone. I decided to develop two cocktail recipes for Unshackled, each with its own distinctive colour palette, each using key ingredients that emphasised the flavour notes of the wines. The frames were layered to create depth and the tone on tone aesthetic was designed to halt thumbs! Blindfold's film took a totally different approach, with a clean and minimal look that was vaguely suggestive of a relaxing spa weekend and an exploration of the flavour notes, pairings and aesthetic of the brand.
We used Tastemade's extensive metrics and Pinterest Trends to predict the elements that would make the films a viral success. The films went out across Tastemade and Prisoner Wine's US socials and websites, and over-delivered on shares and likes as well as garnering over 700k views each.
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Bite Back 2030 - "Mascots Anonymous" - Information Campaign for Amplify
Creative / Writer / Director.
Jamie Oliver's charity, Bite Back 2030, needed a campaign that would get people talking about the way we package food for children. With obesity rates in under-16s soaring and more and more under-5s than ever needing emergency dental care, the misleading way food was advertised was under scrutiny. The charity knew that by raising awareness, purveyors of junk food across the world would be forced to be more honest about what was in their snacks, even the supposedly healthy ones!
I was brought on by Amplify to work with their creative team to write a dark comedy short about a junk food mascot's self-help group, like an AA meeting for the Colonel Sanders' and Ronald McDonald's of the world. The group leader, played by Gabriel Bisset-Smith, spouted statistics based on the charity's research to prove his point, but was shown up in the end for the hypocrite he really was in a ridiculously explosive final scene.
We wrung fantastic production value out of a tiny budget, with a cast that included Alec Nicholls, Toby Williams, Cara Horgan, and Sophie Craig, with a huge circular track and dolly to achieve the brooding camera movements.
I was brought on by Amplify to work with their creative team to write a dark comedy short about a junk food mascot's self-help group, like an AA meeting for the Colonel Sanders' and Ronald McDonald's of the world. The group leader, played by Gabriel Bisset-Smith, spouted statistics based on the charity's research to prove his point, but was shown up in the end for the hypocrite he really was in a ridiculously explosive final scene.
We wrung fantastic production value out of a tiny budget, with a cast that included Alec Nicholls, Toby Williams, Cara Horgan, and Sophie Craig, with a huge circular track and dolly to achieve the brooding camera movements.
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The response was incredible, with the film getting over a million hits in the first 24 hours after its release and the short trailer and images garnering even more attention across print media and online.
