Tesco
I was responsible for concepting, copy, and video production (on set & post) for Tesco's tie-in to the Great British Bake Off - Tesco #BakeOn - at BBH London, with Rich Kivell. The campaign was created to foster engagement on social media and highlight Tesco's wide range of recipes and baking tips. Using my (almost embarrassingly thorough) knowledge of Bake Off, I created 10 weeks of challenges based on previous Bake Off series' weekly themes, ensuring that they were full of the baking puns the programme is known for, and accessible enough for the general public to complete. The weekly challenge was posted, along with a stop-motion animated gif, shortly after each new episode aired, in order to capitalise on conversation around the show and catch the audience while in the 'baking spirit'. We asked users to complete our weekly baking challenges and send us photos of their entries for the chance to win great baking prizes, which generated hundreds of pieces of UGC and further reach through use of the #BakeOn hashtag. And to kick it all off, we created a campaign video to push the competition on social, youtube (including pre-roll), and VOD platforms. I was given the opportunity to bring my years of experience in front of the camera to the project, assisting with casting and acting as the agency's on-set representative, responsible for overseeing the shoot, assistant directing, and helping prep the actors. I was also heavily involved with post-production, overseeing the edit, sound mixing, and grade, with director Richard Peter Hunter.
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