Process

The project started with a copywriter crafting the narrative. Once the script was in the right direction, I faced the task of cutting it down to fit a precise 30-second slot without losing its warmth and storytelling flow, while fitting all product areas within it. I worked with a mix of existing hotel footage and carefully chosen stock video, then shaped it through editing, colour grading, and pacing to give it a consistent, high-end feel.

Challenges

Two main hurdles defined the project:

1. Exact Timing:
   Every word and shot had to fit perfectly into 30 seconds without feeling rushed, which meant cutting 20 seconds from the initially approved script.

2. Budget-Friendly Production:
   With no new filming commissioned, the advert had to rely entirely on archived hotel content and a handful of stock clips, all while ensuring it felt fresh and premium.

Results

When the advert aired on streaming platforms, it achieved a 0.2% click-through rate — ten times the industry average of 0.02%. The advert has been viewed almost 400k times on Amazon Prime & Paramount+. This has led to a remarkable surge in brand engagement, including a 70% increase in brand search terms, a 68% rise in brand paid clicks, and a 42.3% boost in organic brand clicks. Feedback from the stakeholders highlighted how its slow, relaxing tone stood out against the fast-paced sales-heavy adverts dominating the airwaves after Boxing Day, making it feel like a welcome breath of fresh air for viewers.