Vodafone
Summer is more than just a season, it’s a feeling, and that’s exactly the challenge director Greg Hackett faced when crafting this campaign for Vodafone. What he needed was a visual language that connected with the average Brit and a national lived-experience of UK summer; think melting Mr Whippys, thieving seagulls, park picnics and pints in the pub garden.
Authenticity and relatability were a must and it was a treat for our studio to gather research that reflected our own lifestyles in the UK. Photography that framed these familiar, grounded and beautifully eclectic moments shaped the treatment and rather than glossing over the raw and organic textures in our visuals, we embraced imperfect compositions and over exposures, reinforcing the sort of cinematic realism that Greg was aiming to capture on real film. Energetic moving references were just as essential in conveying the dynamism of the action and the pace of the edit in this very British adventure.
Spindle
Bringing these elements together in the design, we used the Vodafone brand colours to illustrate a sense that the network was a companion in these wholesome moments. The more naturalistic landscape of our research made red and white an ideal pairing, allowing for a simplified palette that amplified the lifestyle tone of the entire campaign without becoming too tech centric. This was particularly useful in crafting the circle motif which we used to highlight points of interest throughout the treatment, carefully reflecting the phone features represented in the films.
The finished director's treatment was a lesson in authenticity and joy that we were thrilled to be a part of. It’s a rare pleasure to be involved on a project that’s so close to home (literally) and great to see that the campaign enjoyed its own British summer across all of our screens.
