Having written and directed countless ads, promos and brand partnerships with well-known British and Irish personalities, I understand that celebrities are their own brand — a carefully cultivated public image that must be kept in mind.

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My approach is often one of two: either lean into the familiar or play against type. Acknowledging a well-known persona while crediting the viewer's familiarity with that person.

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It's about having a conversation with their past work. Writing to compliment their personality. Scripting in their tone of voice. Directing them to explore, though not break, public perception.

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Below is a selection of spots crafted to maximise impact, personality and production value from available budget.​ 

 

In this cost-conscious age of media, it is worth pointing out that each project was shot in a day, or less!