Agency: Fuse London

Roles: Executive Producer / Creative Director

Project Type: Integrated Campaign

Turkey Long Form Content:

In previous years, the Tuborg’s ‘Take The Stage’ campaign had seen a global superstar paired with local market talent on a mentorship scheme. The new strategic approach for 2023, saw established talent from the local markets, paired with upcoming talent to create and release a track. The participating markets were Turkey and Myamnar, seeing two very different cultures and music styles evolve.

This was a 6+ month project, with many stakeholders. My role for the agency was in the capacity of Executive Producer and Creative Director. I worked with a Media Planner and Meta to write the content strategy and asset plan, wrote the creative, scripted the assets, ran the procurement process for a production company and then oversaw the project through Pre, Production and Post.

Originally we had more markets on board and were looking at around 2 weeks of shooting, but with only 2 markets committed, we decided to take the Production to Istanbul where we shot for 6 days solid in a music studio, plus a local bar and some B Roll locations. Shooting film and photography concurrently, ensuring we captured the music development organically, whilst also ensuring we captured scripted / staged content at different parts of the process.

As Turkey is a dark market where you cannot advertise alcohol, we had to develop two very different studio setups with branding and lighting to shoot the different artists. Integration of brand, campaign and asset narratives, made for a challenge. Working with two very different cultures and vibes, with English as a second language, required patience. We shot on a combination of Black Magic URSAs, DSLRs, Insta360 and mobile, to ensure that we had the right feel and style of content for each of the assets on the media plan. For each market we delivered around 10 video assets, and 12 key visuals across 3 phases of the campaign in different formats for Meta and owned channels.

Myanmar Long Form Content:

Photography: