ROLE: CREATIVE + ART + DESIGN DIRECTION / CONTENT DIRECTION & PRODUCTION
TUI PACKED DIFFERENTLY
The 'Packed Differently' campaign, which featured the return of TUl's lovable brand mascot “Happy”, was primarily designed for 30-second TVCs. We saw an opportunity to create platform-first native content, and self-produced 10 comedy led social films, as well as 5 static placements, with content spanning Meta and TikTok showcasing Happy Bag as the “ultimate travel influencer”.
Happy and his new mates highlight all reasons to love TUI holidays – from luxury perks to family fun, engaging TUI’s audience and capturing new package holiday fans.
WORK:
I ideated the concepts and scripts with my creative writer, Lisa, and set art and design direction of the campaign. On set, I directed the shoot and led the social crew on site, and in-between directing and producing, I stepped in as hand model while also capturing B-roll and organic content.
All the puppeteering required voice over recording, that ultimately brought out all the quirky personalities of Happy, Barry, Kitty, Carrie and Cassey. I then also oversaw the project through post-production and delivery, including working on the motion design elements myself.
Finally, being in sync (and influenced) with my own work on this ‘Packaged Differently’ campaign, I ended up going on my own TUI package holiday by the time campaign went live 🤩.
DELIVERABLES:
10 social films filmed over 4 days on location at TUI's Sensatori Coral Sea resort in Sharm El Sheikh, Egypt, alongside the main AV shoot + proactive organic content
Campaign saw a strong lift in brand metrics high above benchmark, and helped identify winning assets themes + motivators, correlating to comedy & creators. The campaign is now being shown among Meta’s best-in-class examples.
TIKTOK
META
META STATICS
BEHIND THE SCENES
