Never Miss
a Moment

The creative team had been hard at work developing a family campaign for some time. As the lead creative, I presented a range of ideas, including positioning strategies, out-of-home concepts, product-specific messaging, and creative scripts. Our integrated team had invested significant effort, so when the client decided to pivot from our original concepts to concentrate solely on a retail message, I was heartbroken—I wasn’t ready to let go. We had successfully established the positioning of “Never Miss a Moment,” and now, with the debrief suggesting a more educational and title-focused approach, I couldn’t help but think, "Oh no, this feels more like a PowerPoint slide presentation."

While on set for a brand photography shoot, the client provided the team with a debrief on the family campaign. A quick response was needed, as the product was set to launch soon and we had to develop new creative. During the shoot, the stylist was positioning a couch for a tea party scenario, and this setup sparked the idea to revisit one of our previous executions. We envisioned a studio-shot TVC featuring different family interactions that would transition between scenes using a swivel couch. This concept would be simple to script and produce, allowing us to complete it within two weeks. We presented the idea to the client, and it was approved! The next day, we secured the budget and began pre-production discussions. Although the budget was tight, very tight, we were confident we could make it work.

It was crucial to capture the creative in a way that could be resized for various digital formats. We designed stills with plenty of negative space for titles and ensured our video included a variety of shots for flexible editing. Performance from the cast was also essential, so we focused on their interactions rather than delivering lines. Due to budget constraints, we were limited to a one-day shoot.

As the lead creative, I was involved in the entire creative process, participating in all client presentations and crafting the design layouts, storyboards, concepts, and both pre-production and post-production activities.