SHOWREEL
Bringing the words to life in pictures
TV. DIGITAL. RADIO.
Great content starts with a cracking idea. Then comes the script. it’s worth taking time to get it right. Stay focused on the purpose. Dial up the drama. Be concise, keep it simple and never lose sight of your audience.
Discover more about the other work I’ve made. Or let’s chat about how I crack your next script brief.
FLORETTE SALAD
The World Of florette – TV AD
Behind the film: The mission was to create a fun and memorable reminder to consumers of the quality and freshness of Florette's pre-prepared salads. Welcome to the World of Florette, where the fields are alive with song, and the Drive Thrus offer only freshly hand-picked salad of the finest quality.
Much-loved, the ad ran for almost 5 years. Overhearing ‘crispy salad’ being sung in the veg aisle by a shopper in my local ASDA was a real career high.
Role: Concept to deliver included crafting the script, a sell-in audio narrative for the client, overseeing the shoot, and edit of both 30 second spot and 10 second cut-down.
Agency: Hooper Galton
Copywriter: Maxine Sampson Art Director: Rob Auton Creative Director: Martin Galton Director: Anthea Benton
SHELTER
DIGITAL ESCALATOR PANELS
If you haven't seen it already on my work page, here's the story behind this celebrated use of this unique media space.
Behind the film: This award-winning work was created specifically for the new Digital Escalator Poster sites that had started appearing across the London Underground. It aimed to raise awareness of the 1 million children suffering in bad housing in the UK and to emotionally engage people on the topic. Due to speed of the escalators I had about 10 seconds, across three screens to convey the message before someone else's ad popped up. So it had to work hard, and it had to work fast.
Thanks to the idea winning a CBS Outdoor competition, the idea received free media space throughout the London Underground and all production costs were paid for. Thanks to its impact we were given extra airtime, further sites in London and Manchester, as well as free press and media coverage. Plus a few nice industry awards including a Creative Circle Gold. You'll discover we also created more supporting material around the idea, both on and offline.
Role: Developed the idea, with this specific media in mind, plus oversaw the shoot and edit.
Agency: Hooper Galton
Copywriter: Maxine Sampson Art Director: Rob Auton Creative Director: Martin Galton
QUIT UK
STOP SMOKING CHARITY
Behind the films: The job was to promote lung health for pro bono client, the stop-smoking charity Quit UK. Oh, and with a very limited budget.
Tired of the preach and ineffective shock tactics of most smoking charities, Sarah Taylor and I opted for a fresh approach. Meet Larry & Lenny, two self-destructive lungs with a taste for danger. We took to YouTube to share their madcap adventures. The darkly comic pair draw the comparison between smoking and the foolish antics of thrill-seeking daredevils, always to disastrous results.
After crafting the three scripts, it was important to see them brought to life in a suitably quirky animation style. Karen Cheung had just the edge and wit we were looking for.
Role: Developed a viral campaign idea, wrote the scripts and oversaw their production.
Agency: Saatchi & Saatchi X
Copywriter: Maxine Sampson Art Director: Sarah Taylor Creative Director: Ant Melder Animator: Karen Cheung at Jellyfish London
KELLOGG'S CRUNCHY NUT
seasonal TV AD
Behind the film: On placement at JWT, Lucy Clark and I had the fun task of coming up with the next instalment of the classic 'Crunchy Nut' TV Ad series. We hit upon a festive idea (although the brief wasn't specific to season) to bring the nation a little Christmas cheer.
Role: Developed the idea, script and oversaw its production.
Agency: J. Walter Thompson
Copywriter: Maxine Sampson Art Director: Lucy Clark Creative Director: Billy Mawhinney
Yours Magazine
MONTHLY TV EDIT
Behind the film: Mine was the bi-weekly job of cherry-picking the 'best' features of this week's issue and crafting them into tantalising questions to headline each ad. Squeezing the juiciest bits into a 7 second voiceover was always tricky. Recording and editing became second nature.
Role: Wrote and recorded fresh lines every fortnight to edit into this simple ad template.
Agency: Hooper Galton
Copywriter: Maxine Sampson Art Director: Martin Galton
Radio
Here are just some of the radio ads I’ve had the pleasure of writing and recording at a number of agencies.