In a few words, tell us about your role in the creation of "#ReadyForTakeOff"
As the Creative Director on Argos I look after all aspects of the brand, but the Christmas campaign is the highlight. It’s the biggest, loudest and hopefully best thing we do all year on Argos.
What was the original brief for this campaign?
The nation knows that Argos can deliver just about anything faster than most online retailers. The brief this year was to add an emotional story to the promise of speedy delivery.
What inspired you to approach the campaign this way?
Argos isn’t a brand to pull the heartstrings at Christmas. We rather have you on the edge of your seat. That’s what inspired our fast-paced, high stakes Christmas adventure.
How difficult was it to sell the idea to Argos?
We are lucky to have supportive, patient and ambitious clients. They humour our whims and support our mad ideas with endless enthusiasm. When it comes to Christmas, they’re as up for being big and bold as we are.
What was the biggest challenge you faced during the process?
The scale of the production was larger than anything we’ve done in the past for Argos. We transformed an old airport hanger into a magical dispatch centre staffed by elves. And then created a sci-fi worthy sleigh to deliver presents. We wanted to strike the right balance between high-tech and whimsical. The on-set art department and the CG artists worked tirelessly to make that happen.
What did you learn from the experience?
Never eat dumplings on set at 3am.
What’s a “behind the scenes” story that only you know about?
The sleigh chase scene was shot in the car park of a Ukrainian strip club.
What do you think the advertising industry's New Year’s resolution should be?
I can’t speak for the whole industry, but I’d like to make a VR idea that isn’t just another lame VR idea.
What is your favorite holiday campaign of all time?
Sainsbury’s ‘Christmas In A Day’. It’s the real deal.