ONE IDEA. MULTIPLE FORMATS. 5 MARKETS.

THE CHALLENGE

We had to develop and produce a campaign for five markets within a very tight production timeline.

The idea therefore had to do two things at once:

be creatively distinctive enough to carry the campaign — and simple and flexible enough to generate a large number of assets across markets and formats.

THE STRATEGIC SET-UP

The strategy was developed collaboratively with LPP, Media and Agency Strategy and Meta's Creative Strategist, using audience and campaign insights provided by the client and Meta.

Together, we defined the strategic direction and the role the creative idea needed to play across the campaign.

THE CREATIVE RESPONSE

The creative idea was designed as a flexible system rather than a single execution.

It needed to:

• work across five markets

• adapt to multiple formats and placements

• generate a high volume of assets

• remain recognisable and consistent

• be fast and efficient to produce

That meant designing the idea with production scalability built in from the beginning.

MY ROLE

I worked with the Meta Creative Strategist, LPP, Media and Agency Strategy to translate the audience and campaign insights into the strategic direction.

I then led the creative development of the campaign idea and took it through:

Concept → Pre-production → Production → Post-production → Asset development

Throughout the process, I worked with the creative team to ensure that every asset remained aligned with the main campaign message and creative idea, while adapting appropriately to different formats, markets and placements.

THE OUTPUT

5 markets

Multiple formats

6s / 15s / 30s

1:1 / 9:16 / 16:9

One flexible creative system