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Creative · Video Editor · Director
40'' Conceptual Launch Promo
I directed and edited an emotive, conceptual promo that placed viewers in the shoes of these women, focusing on their maternal emotions rather than their crimes.
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The promo begins like an intimate maternity advert, until the ‘rug-pull’ moment revealing the mother behind bars.​
This reveal acted as a powerful twist to draw W viewers in with relatable warmth, then challenging them to see beyond judgment.
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2023 Promax UK Nominated - Factual
Clip-based 40''
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Refresh Focus 1 20''
Focus 2 20''
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Channel Takeover
OOH Tube Wrap, Angel station
Overnights
Reached approximately 74% of Women 25–44, achieving a 191k average linear audience and 30k VOD views for Episode 1, in line with performance benchmarks.
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