Amongst many other aspects of the series, I’ve been fascinated with ‘Westworld’ and its approach to consciousness. What is it? What does it mean once it’s true, but happens to be inside a synthetic structure that looks uncannily like a human?
Rewatching ‘Ghost in the Shell’ recently, I was struck by how similar the robot creation sequences are. Clearly Nolan/Joy were inspired by it, along with many other films, TV shows, music and video games.
Creative Director - Robert Waddilove
Creative Director - Maggi Machado
Creative Director - David Foggon
To announce the commencement of construction on London’s groundbreaking Garden Bridge project, we have created a new film that captures designer Thomas Heatherwick’s ambition for the project; to create a bridge that belongs to all Londoners.
A love letter to the capital, the piece is a celebration of everything that makes London the unique place it is and the people who will cross the bridge every day, from every walk of life. Directed by fast-rising Charlie Robins and co-produced with Forever Pictures, the film was shot over four days in each corner of the city and is a journey through every side of this ever-changing and thriving community.
We’re hugely proud of our work on this project. The role of the film is to generate excitement and support for the project. To do this we wanted to consider the day to day lives of real Londoners in the city. The hustle and bustle, the characters and the variety. All whilst expressing the need for balance with a place of calm, nature and reflection which comes in the form of this exciting new bridge.
Creative Director - Robert Waddilove
The Brief
Sally Hansen wanted to grow their audience on Instagram and engage the active nail community that already used the platform. In particular, they wanted to use the platform to make their brand relevant to a younger audience, whilst reinforcing Sally Hansen’s image as a helpful care brand.
Solution
Our Instagram strategy involved three-pronged approach, which covered each of Sally Hansen’s main brand objectives.
Expert Knowledge: Using 15 second tutorials was the perfect opportunity to position Sally Hansen as a helpful brand and an expert in nail care.
#1 for Care: Sally Hansen is the number one brand for nail care in the UK. We wanted to reinforce this message by doing something that no other nail brand was doing on the platform - offering real tips for everyday nail care.
Fashion Conscious: Creating authentic lifestyle shots that the audience could relate to helped to position Sally Hansen as a brand that understands fashion and the lives of its younger audience who go to Instagram for lifestyle inspiration.
Creative Director - Robert Waddilove
Sally Hansen
Problem: Sally Hansen wanted to position itself as the ‘Expert Partner’ in Nail Care and Colour by using content on YouTube to appeal to a younger audience.
Solution: We wanted to position Sally Hansen as a brand that not only created products that helped women with their nails, but as a brand that could create content as useful as their products.
An original YouTube channel with seven ‘how-to’ films which simply gave answers to common queries online, in a quick, straightforward way.
Results: The campaign was highly successful with very strong watch time and subscriber numbers proving audiences were finding content which helped them.
Creative & YouTube Strategy - Robert Waddilove
The Brief: MALIBU was no longer relevant amongst its target of young Millennials and was failing to recruit new drinkers.
AnalogFolk wanted to give the brand a greater role in their summer. Inspired by a product truth and audience insight we asked ourselves; ‘How can Malibu help young drinkers feel free and happy, so they get the most out of summer?’
Solution:Working in collaboration with AnalogFolk, we developed a YouTube content strategy which would compliment the other ATL activity AnalogFolk were creating.
We knew that there were two relevant ways audiences would interact with content from MALIBU, which was through a HUB series following a group of five 20 somethings around Europe & USA. Alongside HERO content which would stand as self contained content, but also compliment the HUB content if you were watching the series already.
Results: 10m video views (4% was organic reach compared to the industry benchmark of 2.5%)
765% increase in subscribers in week one, Total viewing time at 10 years plus, Video completion rate as high as 26%,
