SPOT THE DIFFERENCE WITH CEWE

This summer CEWE UK set us an interesting challenge - to create a new TV asset to promote their Instant Print Photostations in a style that would fit seamlessly into their existing Photobooks campaign. To achieve this we needed to cast talent who could pass as existing characters (a family based in Germany) and shoot them in a way that felt consistent, without showing any recognisable features.

After a casting call that had us scrutinising everything from hands and arms to the backs of heads, we found the right people.

From there it was all about framing. Over-the-shoulder shots and close-ups allowed us to focus on the effortless printing experience and the joy of reliving family adventures, while keeping the cast’s identities in line with the campaign’s needs.

We built two bespoke studio sets: one replicating a retail environment to highlight CEWE’s photobooth in-situ, and another styled as a cosy living room where the couple could reminisce over their safari adventures. With so much emphasis on close-up, faceless shots, the propping was critical - every detail helped bring authenticity and warmth to the final piece.

The challenge wasn’t over yet, we still needed to get a new voiceover recorded for the TVC. We worked with a VO artist to create a warm tone that was a similar tone to previous assets, ensuring the brand voice remained harmonious.

The result was a 10-second TVC that ran across Channel 4 and their associated channels throughout September, and an ident used in their sponsorship of Channel 5’s Discovery & Adventure programming.

It’s not often we don’t want to stand out with our work, but if we’ve done our job right then you’d never know it wasn’t part of the original campaign.