I enjoy writing corporate videos, television commercials and radio ads. Of them all I especially like radio. At its best it’s as good as TV but with better scenery, and much more affordable budgets!
Too many pet food commercials follow the tried and trusted formula of simply showing insanely active dogs. But Eukanuba’s unique formula, developed for pedigree breeds with more demanding metabolisms, required a very different approach. The monochromatic stillness of this ad helped to dramatise this premium brand’s credentials while justifying its premium price. It also instantly created a new genre within pet food advertising.
The Swan concept had played a major role in establishing KLM as one of Europe’s major airlines, serving destinations all over the globe for discerning flyers. It was my pleasure to help translate this elegant concept to an eager UK audience.
IDBS have been the name behind some incredible innovations in the way the world’s most successful companies manage their data over the last quarter century. The challenge here was how to celebrate 25 years of achievement in a little over 2.5 minutes for their first ever corporate video.