Langtons Brand Refresh

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BREIF

CLIENT

Skill Sets & Roles

Brand Refresh

Langtons

Creative Direction & Visual Storytelling

Brand Strategy & Campaign Development

Technical Production

Stakeholder Collaboration

Team Leadership

Post-Production Management

OVERVIEW

Langton’s Brand Ad marked a pivotal momen – a full brand refresh launch built on a single, powerful idea. The brief was to craft an emotive campaign that introduced our new platform with a bold head film asset, connecting deeply with our audience through a singular, resonant message.

My Creative Footprint

Collaboration was key to the project’s success. Working closely with the Creative Studio team, we developed 2 distinct creative territories for the pitch. The initiative demanded a seamless blend of creative vision and technical expertise:

Strategy & Leadership: I helped guide the process from ideation to execution, ensuring that our brand platform was brought to life with precision.

Technical Execution: Alongside the Design Lead and Senior Copywriter, we collaborated to deliver dynamic storyboarding within a tight 24-hour turnaround – pushing the boundaries of AI-assisted creativity. By combining our expertise with Adobe software, we refined and enhanced the visuals to align with the campaign vision.

As the Creative Solutions & Technical Lead within the Creative Studio, I managed the entire technical setup: assembling the gear list, directing camera work as Director of Photography, guiding the gaffer for optimal lighting, and overseeing post-production editing in DaVinci Resolve. From execution to final asset delivery, I ensured a seamless process that merged creative innovation with technical precision, bringing the campaign to life with impact.

Every step balanced creative storytelling with technical precision, overcoming challenges to deliver a cohesive and compelling narrative.

THE RESULT

The campaign exceeded expectations:

The in-house produced video achieved a 98.19% completion rate, surpassing the SBS benchmark of 97.54%.

High-impact display metrics were impressive – Nine’s impressions reached 0.25% (versus industry benchmarks of 0.07 – 0.10%), while News impressions hit 0.43% (against standards of 0.10 – 0.29%).

Beyond these numbers, the campaign drove sky-high engagement, boosted brand awareness, and deepened audience consideration. Marketers also recommended further strategies – such as partnering with Broadsheet, Concrete Playground, Vogue, and Delicious – to build on this momentum and enhance mental availability in key contextual environments.