The ask

• Ideate a creative vision for three on-brand TV spots and a hero anthem that will introduce Away and the Travel Uniform concept to new and existing audience 

• Each spot will highlight a leisure traveler, business traveler, or general traveler, but should generally follow the same storyline/concept

• Drive more revenue, more efficiently, as measured by cost per acquisition (CPA), than our current spot.

• Write 3 scripts plus hero anthem script.

• Produce 4 spots within budget range. 

My Process

• Comprehensive treatment proposing new brand direction and film concept with a round of feedback and revision after ideation was awarded. 

• Script writing and revisions with two rounds of feedback.

• Detailed storyboards, animatics, for final approval

A full production approach including shooting in three different countries to capture the broad scope detailed in my creative vision based on the ask from Away