FRASERS HOSPITALITY - BRAND MARKETING CAMPAIGN
Creative Development | Self Shooting Director | Video Editor
ABOUT
I worked with Roadbook to shoot, edit and deliver an online video and stills campaign for Frasers Hospitality which included a 1x day shoot in London whilst coordinating with an international team for a 1 day shoot in Bangkok, Thailand. Once I received the footage from Bangkok I put together a multi-asset package focused around the campaign tagline of ‘Find yourself at the heart of it all’.
DELIVERABLES
2x 20s Instagram Reels (1 London and 1 Bangkok).
1x 30s website masthead video in 2x aspect ratios.
2x 15s Display ad video assets (1 London and 1 Bangkok).
CREATIVE DIRECTION
We wanted to create video assets that were dynamic, real and textural, using handheld camera operation to create an immersive look and feel.
To fully communicate being in the thick of it and experiencing a place for what it is, sound design was a key creative element that would drive the authenticity of the videos in helping to create a ‘feeling’ for the world we’re seeing into. Moments of reflection were created by first of all seeing our talent in the context of their environment using centrally framed wide shots, then pushing in to mid shots / close ups for a moment of reflection and calm. Doing this also helped motivate changing the pace of the video allowing for a moment to breath.
Composing our talent centrally in the frame was another important creative choice to allow the copy to display clearly without obstruction side by side with our talent. This also helped drive home the campaign tagline of ‘at the heart of it’ as we see our talent at the centre, surrounded by their environment.
Instagram Reels
WEBSITE MASTHEAD VIDEOS
The masthead videos were to be a combination of both London and Bangkok footage intercut together to create a high production value and broad visual for Frasers website banner.
I continued to focus on communicating the narrative of our talent arriving in a place, being acquainted with the unfamiliar, experiencing hidden gems and finally escaping off the beaten path for a moment of reflection at the end of their day.
Desktop version
