Role
Creative Lead
Concept Development
Art Direction
Set & Product Design
Creative Lead
Concept Development
Art Direction
Set & Product Design
Team
Creative Strategy: Leona Ford
Director, DoP & Editor: Thomas Smith
Stylist & Art Director: Chynna Guyat
Writer: James Reader
Motion Graphics: Abi Harrison
Gaffer: Bobby Goulding
HMUA - Emily Dhanjal
Wardrobe Stylist - Sian O'Donnell
Creative Strategy: Leona Ford
Director, DoP & Editor: Thomas Smith
Stylist & Art Director: Chynna Guyat
Writer: James Reader
Motion Graphics: Abi Harrison
Gaffer: Bobby Goulding
HMUA - Emily Dhanjal
Wardrobe Stylist - Sian O'Donnell
So Good, It’s Hard to Let Go
The brief.
Following the success of MOO’s first in-house Connected TV campaign, the challenge was to push our next brand film further - creating something more cinematic, emotionally engaging and memorable, while keeping MOO’s product quality at the heart of the story.
With no Creative Director in place at the time, I partnered with our Creative Strategist to lead the initial creative development, exploring new emotional territories for the brand and building internal buy-in for a more ambitious approach.
The idea.
So good, it’s hard to let go.
Our customers are proud of the things they make with MOO. We took that feeling and pushed it to an irrational extreme: what if your branded products looked so good, you simply couldn’t bring yourself to give them away?
By exploring anxiety and fear, an unusual territory for MOO, we found a way to build tension into an otherwise simple product story. With each interaction, emotions heighten as a business owner struggles to give away her beloved branded merch.
The making.
To make the idea believable, we needed to build a world around it.
For three days, we transformed the first floor of MOO's Camden office into a working film set, constructing a fictional conference environment from scratch.
At its centre was a fully built event stand for our fictional business, surrounded by signage, branded collateral, props and conference attendees.
I led the visual development of this world across casting, styling, hair and make-up, set design, and product design, and oversaw all internal and external team members during concept, production, and post-production.
The impact.
In its first eight weeks, the campaign outperformed MOO's previous Connected TV creative across every major performance measure.
+37% more visits to MOO.com after exposure to the CTV campaign.
3× as many viewers went on to purchase.
3.5× more attributed revenue - $94k in eight weeks, versus $26.6k from the previous campaign.
On YouTube, the campaign delivered:
4.7× more conversions, at approximately one tenth of the cost.
The 15-second edit became the standout performer, achieving a click-through rate of over 5%.
The YouTube campaign had also shifted towards a different optimisation strategy, which contributed to its improved conversion performance. But the results across both channels gave us confidence that the new creative direction was connecting with audiences.
