Snickers.
Culture. Cameras. Chocolate.
Creative concepts, scripts, creator briefs and edit direction with Boomerang. From reactive football humour to fan interviews on the streets of New York, I helped take ideas from the first spark to the final asset.
Larger campaign concepts are still under wraps. Here’s a selection of the work I can share.
VAR on the streets of New York.
VAR gives football fans plenty to talk about. For Snickers, I took that conversation onto the streets of New York, hosting interviews across three days and speaking to more than 100 supporters.
I developed the questions and presented the interviews, turning fans’ opinions into content that felt natural, funny and recognisable to a football audience. I then worked with the editors on how those conversations became the finished videos.
The content was used across Snickers’ UK, German and Dutch channels, giving one shoot material for three markets.
My role
Format development, interview questions, presenting and edit direction.
Sean Dyche, slightly out of place.
With less than two days to develop ideas, I needed a concept that could land quickly. I pitched a simple social format built around the humour of seeing Sean Dyche in an unexpected setting.
The idea used text overlays to give the footage a new context, letting the contrast between Dyche and his surroundings deliver the joke. My contribution was developing the concept and pitching the creative direction to the team.
The finished piece reached more than 650,000 views.
My role
Concept development and creative pitching.
VAR Anonymous.
That moment when your team scores and you hesitate before celebrating became the starting point for this idea. I developed a mock support group for football fans whose fear of VAR has taken the joy out of a goal.
I took the concept into scripts, helped select and brief the talent, and supported the production. I also appeared in the content, staying involved in how the idea worked on camera.
My involvement continued through the edit, helping carry the humour and the story into the final video. It was a project I worked on across the creative process, from the original idea to production and post production.
My role
Concept development, scripting, talent selection and briefing, production support, on camera performance and edit input.
Missing football. Not missing VAR.
I developed and pitched a simple switch: a fan misses football, then remembers the refereeing decisions, offside lines and VAR stress. Suddenly, the summer break looks quite peaceful.
My role
CONCEPT DEVELOPMENT / CREATIVE PITCHING
Life without football.
The sad Pablo Escobar meme, reworked for a football fan between seasons. I pitched the idea, filmed and appeared in the content, then briefed the editor on timing and humour.
My role
CONCEPT / FILMING / PERFORMANCE / EDIT BRIEF
Preseason for fans.
A mock training plan for matchday habits: lifting a Snickers, sprinting to the kitchen and jumping up at the TV. I developed the concept and routines around behaviours football fans recognise.
My role
CONCEPT DEVELOPMENT / FORMAT DEVELOPMENT
Which mate is that?
For Snickers’ emotion themed bars, I developed a football format where friends point to the person who fits each matchday scenario. My role was concept development; I was not involved in filming.
My role
CONCEPT DEVELOPMENT
Things that need VAR.
Everyday situations that deserve a second look, presented through a deliberately annoyed creator and a simple PowerPoint format. I developed the concept and starred in the content.
My role
CONCEPT DEVELOPMENT / ON CAMERA PERFORMANCE