Leo Jones

Lifestyle - INTRO

The thing that excites me most about your commercial, is that it doesn’t feel like a commercial at all. We’re jumping straight into the middle of a feature film, so everything we do needs to have scale, detail and texture, with a high production value. We’ll create a story within the story, giving our characters mannerisms and features that suggest we’ve joined this chase well into the drama. Perhaps our hero has a ripped t-shirt, and our villain has singed hair, a graze down one arm or is even missing a shoe. These details will heighten the feeling that there’s more to this chase than meets the eye.

Then the rug pull. Our audience will never see it coming. The tone completely flips and we land the reveal. It’ll make an incredibly memorable piece of film.

The trick will be to differentiate ourselves from other ads as much as possible. So I’ve spent a lot of time thinking about how I’d expect to see this film shot, then I’ve settled on the opposite.

Food & Beverage - LOOK AND FEEL

My aim will be to create a world that the audience wants to be part of. A world where anything is possible. A world where you can be your own barista.

Nescafé Azera is a premium instant coffee, so it’s important to give the advertising a premium look and feel too. To achieve this, we’ll look to the product itself and its branding. By taking inspiration from the iconic silver, brown and orange packaging, I’d love to create a bespoke look for the films, borrowing from classic black and white cinema. Well, black and white film isn’t necessarily just black and white. As you can see from the reference, some black and white film has a colder, blue hue, for example. The black and white look I’d set for Nescafé Azera will have a warmer, coffee-coloured edge to it. Because our audience is made up of young professionals, using a sophisticated, filmic approach will fall in line with their points of reference and sense of style.

Comedy - INTRO

We’ve been lucky enough to do a fair bit of globe-trotting in our time, so have plenty of anecdotes that are scarily close to your campaign. A few too many for our liking, with bruised egos, lost passports and missed flights to show for it.

Our films will feel relatable for anyone who’s ever stepped foot in a foreign land — However hard you try to fit in, there’s always a way you can stumble over the cultural divide or get robbed by a monkey.

Each film will begin like a scene from a beautifully shot movie. Our heroes are doing nothing out of the ordinary, so the opening few shots will feel observed and honest with a natural flow. We’ll sense our characters’ complacency as they think they’ve got this whole traveling thing nailed. Then everything goes to hell and we feel their exasperation strike.

Sports - MOOD

When this campaign drops, it’ll be like a positivity bomb across social media. Simply put, our mood is inspired by Zara herself. If we stay true, there’s only one way this can go. It’ll be fun, precociousness, and bursting with energy. But I should probably define what we mean by energy. I don’t mean the bouncing off the walls on a sugar high kind, but the unapologetic vibe you get from a passionate artist with something to say. Her new found raw, urban attitude will be front and centre.

Comedy - MUSIC AND SOUND

As a traveller, so much of your feeling for a place comes from the sounds you experience while you’re there. An audio clip of hustle and bustle can take you right back to that Moroccan souk, or the flow of running water and rustling bushes can transport you to the jungle trek 5 years ago. This stuff matters, and it leaves an impression. So we’ll build up a rich soundscape for each location and use it as our foundation for the rest of the audio. Nothing too overpowering, less is definitely more, just enough to set the tone.

We’ll need to work with one of the best sound engineers in the business. Fortunately, our little black book is overflowing with options.

On top of this, music will play a big part and add to the international flavour of the films. We’ll try out countless options, and find tracks with plenty of character.

Company Branding - HOW WE DO IT

It all starts with you. 

We create unique films with authenticity at their heart, which means there is no template to follow. Every step is curated for, and inspired by, the couples we partner with.

We’ll kick off our creative journey together with a deep dive into your love story, and what lights the fire in your relationship. With this burning ember as our starting point, I’ll create a narrative and source inspiring words, audio and music to incorporate into our creation.

On the big day we’ll capture every facet of your wedding. We’re not passive observers watching from a distance, we’ll be there in the heart of the action, filming everything from the show-stopping moments, to the candid interactions and shared experiences. 

Our cinematic style is defined by it’s chic and refined approach, exemplified by slow-motion twirls, kisses and your guests’ best dance moves. To nail this high-end look, every element needs to be highly considered - from stunning compositions to thoughtful use of colour and lighting - down to the tiniest details.