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Challenge
- Create specific content to engage with the 3 x main Scotts identified ‘tribes’: Music, Sport Urban and Terrace.
- To come up with a story for the content and source locations which will appeal to the target audience and will seem ‘achievable’ within the post pandemic climate.
- To book, manage, brief and schedule tight shoot days within the confines of Covid-19 rules and regulations.
Ensuring all crew are working safely with minimal impact on public areas.
Solution
- Blackpool was selected, various locations were booked and prepped in order to run the shoot and story from start to finish ̵ ensuring the daylight matched the activity.
- Video content and graphics were designed and applied in post production ̵ adding a feel of modern authenticity.
- To ensure a natural chemistry between the models on screen we held a meet and greet before the shoot.
- Call sheets were generated and the 15 man crew were closely managed throughout.
- Filmed key shots using a 360 degree camera to add a playful feel and used real time situations (like the football being kicked into the sea) in the final edit.
Results
- Content was lively and filled with camaraderie which emulated the personalities of the Scott’s three tribes; Music, Sport, Urban and Terrace.
- Gave rich and evocative content for the Scotts social channels, in stores and online.
- Influenced the future of the Scotts content briefs, used as a ‘marker’ to follow.