LEAD CREATIVE AGENCY: Treacle 7

DIRECTOR: James Cookson
DOP: Daniel Eastgate
PRODUCER: Liam Wadd and William King
POST: Pete Black, Jonny Norton (2D)

Creative Development
Casting
Location scouting
Full Production
Edit
Grade
Music
Sound
Design
Graphics

Here at Affixxius, we thrive on capturing real moments infused with energy, and that's exactly what our latest TV commercial, for FSCS achieves. The approach is grounded and authentic, employing a natural shooting style that keeps the camera close to our protagonists, John and Sarah, creating an intimate connection with the audience. The narrative unfolds on a match day at a local non-league football game, utilizing quick cuts and sound design to immerse viewers in the vibrant atmosphere.

In crafting this TV commercial, we prioritized texture, utilizing close shots of burgers being flipped, turnstile bars twisting, and fans eagerly awaiting kick-off. The storyline cleverly weaves in the message about pension protection from FSCS, introducing a touch of tension that quickly resolves as John and Sarah reach their seats. This narrative isn't just about football; it's a story about people, resonating with both fans and non-fans alike, delivering the important FSCS message.

The casting of John and Sarah is the heart of the film, emphasizing authenticity and genuine connection. John, a working-class retiree, and Sarah, his lively granddaughter, embody relatability and love. The visuals employ a handheld, alive camera approach, enhancing the naturalism of every shot, while a warm color grade adds a touch of cinematic magic.

Our sound design complements the visuals, with a stripped-back orchestral score building the energy of match day. The voiceover, delivered with a friendly, conversational tone, guides the audience through John's story. The location, a charming non-league football ground, and real-world sounds enhance the authenticity of the film.

By unifying the TV ad and radio spot with the same actor, we create a seamless experience across all campaign platforms. The casting for the radio spot emphasizes a confident yet relatable working-class voice with a regional accent, mirroring the authenticity of the TV commercial. Together, these elements craft an arresting yet genuine narrative for FSCS, delivering a message that resonates and sticks.