Creative · Video Editor · Director
Launch Phase 1 40''
My job was to launch a brand-new show on W, where Katherine Ryan lifts the lid on modern parenting from all the chaos, joy and messiness that comes with it.
I built the campaign around the theme ‘Parenting Unfiltered’ - unapologetic parenting at its best. The idea was simple: in a world obsessed with ‘getting it right’, we wanted to show how parenting really is and the fact that even Katherine hasn’t got it all figured out.
KR is big talent for W so it was important to have her front-and-centre. Working with the DOP, I shot Katherine in a clean, stripped-back studio with soft lighting and an ob-doc feel. Inspired by the Film4 Claps ad, we kept the setup intentionally unfiltered with visible kit, candid zooms and a relaxed off-camera chat with me that let Katherine ad-lib naturally. This kept everything raw, funny, and real, and became the stylistic backbone for the whole campaign.
I delivered a full channel takeover and even created a Christmas message, filmed on a second Christmas-ified set with Katherine addressing parents over the hectic festive period.
The campaign rolled out across on-air and organic social, letting Katherine’s warmth, wit and authenticity shine through every touchpoint.
Creative, Director, Editor: Jess Newark
Campaign Producer: Dan Clarke
DOP: Emma Edwards
Launch Phase 2 40''
20'' Dave-specific
Ep 2 20''
Ep 3 20''
Ep 4 20''
Channel Takeover
Xmas message 60''
Overnights:
Had an encouraging launch on W, pulling in around 91K viewers, which was 68% higher than the channel’s usual average for that slot.
Great result for a brand new, original lifestyle series, especially as it held its own on competitive Monday night (much bigger entertainment show Love Island: All Stars was airing on ITV2).
It also outperformed other lifestyle and reality channels BBC Three, ITVBe and E4.
It ranked third across the UKTV network behind Dave and Drama and it pulled a solid ABC1 women and 16–34s audience (W's core target).