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).