Creative · Video Editor · Director
40'' Promo
For Series 4, I developed the creative concept ‘It’s time to deliver’ as the new series sees Emma return after an 18-month hiatus, taking on greater responsibility as a qualified Maternity Care Assistant and stepping into a new hospital with a new team.
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The idea played on the dual meaning of delivering (both babies and the new series) and centred on the nerves, emotion and excitement that come with it.
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To heighten emotion and pull at the heartstrings in true U&W fashion, I cut the promo using intimate, conceptual close-ups of babies’ hands and feet alongside raw moments of tears, shock, and joy on the ward.
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With no dedicated shoot budget, I jumped on the comms shoot to capture bespoke key art for UI platforms and recorded lines with Emma to keep the campaign talent-fronted and tonally consistent.
I also collaborated with the media planning teams to script and integrate continuity links for on-air.
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The campaign felt honest and heartfelt, delivering warmth, authenticity, and anticipation for Emma’s new chapter and the new series ahead.
Stings
Continuity link
Key Art
For the key art, I wanted to capture a caught-in-the-moment action shot of Emma and her team fixing lanyards, rolling up sleeves, and gearing up for the day on the ward - focusing on the camaraderie between Emma and her team they prepare for the day ahead. Ideally, it would have been set within a real medical environment to fully ground the idea.
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With limited access and a simple studio setup, I had to pivot the idea to a more candid, authentic moment captured in the office.
I worked closely with the photographer on set to capture genuine laughter and connection between Emma and the team.
This version retained the same energy and spirit of readiness but felt even warmer, more human, and true to the tone of the show.
