Asda. Turning Love into Lovely.

Earlier this year I was honoured to be put forward for a TV commercial for Asda, by the agency Havas. I remember getting the brief and so wanting this one. I love directing and coming up with fun graphic images and exciting transitions, but this one was different. It had a simple narrative to the story. “Turning Love into Lovely”. It wanted firstly, to be a food quality story, making food the hero throughout. capturing mouth-watering moments and giving time to linger on taste with the food at its very best.

Squeezing the story into 20 secs was tricky with so many lovely ways to capture the sequence, but also being true to the processes in real life. This meant looking at every aspect of the process. I love the sourdough starter moment where we time lapsed it rising in the jar (what would normally be an 8 – 12 hour process)

Understanding the process of what goes on with the food is so important. Dry ageing of meat is done in different ways, and sourdough has its nuances depending on who made it and temperature of the room it’s made in. (luckily, I had become a sourdough nut in lockdown)

I’ve loved getting involved in these adverts that are out for October 22. The shoot was smooth and so enjoyable. We afforded ourselves time to get every shot right, with amazing set builds and lighting that crafted this shoot into one of my favs to date.

In both stills and motion the result can only be as good as the team working on it and the commitment given. We had such synergy on this one and creative input was wonderful. From Katie Giovanni creating a sourdough that would work on cue, too Matt Fox DOP bringing my lighting and shot vision to reality.

Lens choice for the camera gave a cinematic flair to the shots. The result being a soft and lovely feel, allowing the food to be romanced on screen for as long as possible.

Production: YOU ARE HERE