Unwrapping Our Latest Project With Mission Wraps

What Were Your Initial Thoughts On The Brief?

“We were all super excited for this brief to land as it's the largest project we’ve worked on with the client to date and we’d been excited to produce bigger-scale campaigns because of the potential the brand has. We were so happy to get the chance to be involved and get started.”

WHAT WERE THE FIRST STEPS FOR YOU AND THE TEAM?

“First of all, we scoped out the project in full like we do for every new brief. Breaking down costs, timings, deliverables and ironing out all the finer details to create an initial plan. Once the plan and scope were agreed, we assembled a team for the project consisting of our creative director, lead copywriter, paid specialist, photography team, food stylist, hair and make-up, and our sister agency Ideal Insight who managed all the video production. The full team was onboarded and fully briefed to bring the vision to life.

The first step of the plan was to review the insights from the survey on how people use wraps to ensure we completely understood the audience and how to resonate with them. We then got to work creating six personas, which matched the six most popular wrap techniques from the survey.”

WHAT WAS THE PLAN OF ACTION?

“The YouTube video was the hero of this project, so this is where we started, as we knew this piece was fundamental in terms of outlining the art direction and overall style for all the other creative outputs. We started moodboarding, looking at animation styles, and colour palettes along with storyboarding each frame of the video, to ensure the client was happy and aligned with our ideas. Once we had identified our 6 personas, we then had to build out each identity in more detail, covering everything from what they looked like, their wrap style, the recipe for the wrap and what their wardrobe and prop setting needed to look like. Once we had created our personas, we put out casting calls for actors, wrote voice-over scripts, finalised set design, created shot lists and started sourcing all props and wardrobe. There were a lot of moving parts, so we had to ensure we had all equipment ready, our timings mapped out and that all the suppliers and team were briefed and ready.

The shoot was over two days, with the view to shoot three actors per day. A detailed plan was produced to cover every minute of the two days to ensure the production ran smoothly. Once we captured all the footage we needed for the hero film and supporting content, the team were able to make a start on post-production and editing the YouTube video. How we work at Together is to try and limit the rounds of edits to three - the first is a rough cut to ensure the client is happy with the vision and the piece overall, and then we take any feedback to produce a fine version. Once everyone is happy and all amends are finalised we finish with the final cut, this process allows back and forth between us and the client and ensures every detail is captured and everyone is aligned.

Once we got the thumbs up for the hero edit it was time to work on the other deliverables. Knowing the client was happy with the hero means we can use that style and feel throughout everything else we created. The static images were retouched and social videos were edited, so everything was ready to be implemented into the paid media campaign - including Google, Meta and TikTok ads. At the same time, our copywriter was producing captions and headlines to sit alongside the content before it got signed off and the Social Media Manager and Paid Manager worked to get them live.

The campaign went live at the beginning of April and it's a 3 month campaign, so it’s only just finished. We were constantly optimising the ads to get the best results through that period. We had regular check-ins as a team and with the client for ongoing reporting and to discuss any tweaks to the campaign set up.”