Delivered a suite of TV and radio ads promoting Flo. Involved from start of the process to the end, working on the concept, storyboarding, overseeing filming, production and delivery.

Whilst I was leading the video team at Essence, one of our main clients The IOC came to us to create a social marketing campaign focussed on attracting Gen Z audiences to their Fanzone app for the Tokyo Olympics.

I worked with the media team to create an integrated digital campaign that would target the right audiences across the social channels they used, TikTok and Meta, as well as digital channels including YouTube.

In order to promote the 4 main gaming features of the app, and be able to target different audiences at different times, and at different points in their funnel journey, we took a modular approach to the creation of the ads, with separate scenes filmed with different actors representing each of the games - so the ad could work with the pieces in any order, as one whole or as short separated parts, ensuring best practices were met for all placements.

We shot the material for the ad across 2 days in a studio with multiple designed scene setups. With the multiple variations, cutdowns and languages, we ended up producing over 100 assets. The campaign beat all expectations from the client by overperforming on the goal for signups by 45%. As a result we were awarded with a DRUM award for Best Integrated Campaign.

Link: https://www.thedrum.com/news/2021/11/12/how-essence-global-put-gen-z-the-olympic-fanzone-tokyo-2020

As the Head of Video at Essence, I worked very closely with our main client Google on many product launches, including their Pixel phones. For the Pixel 6 launch, we partnered with Google’s retained creative agency who were producing ads for TV. It was my job to re-work and re-concept the ad for multiple digital and social placements including Meta, TikTok, Snapchat, Display and YouTube.

I storyboarded and oversaw the post-production of 10s of variations to promote specific features to interested audiences, optimising and editing for each platform individually. In-stream and in-feed ads were treated and cut differently with front-loaded attention being the most important factor.

And for display ads, which traditionally struggle with larger high quality video assets, we used streaming technology for the delivery of full quality video into traditional banner placements across the Google network without having to compromise on quality or length - by partnering with SeenThis.

The campaign was a huge success for Google, and they have come back to Essence for every Pixel launch since.