‘REFRESHINGLY MICK’

PRODUCTION AGENCY: AFFIXXIUS
PRODUCERS - LIAM WADD, WILLIAM KING
DIRECTOR - DAVID WHAYMAN
DOP - DANIEL EASTGATE
GAFFER - LIAM GUMMER
FOCUS - ERIC LAM
ART DEPT - PROPIT - JESSICA JONES
COSTUME - KATHERINE PICKUP
MAKEUP - LORNA CROWTHER
RUNNER - CRISPIN SPINKS
VFX - ANDREW KIERNAN
EDITOR - FREDDY ANGEL
GRADE - HENRY HOWARD
MOTION GRAPHICS - JONNY NORTON

CREATIVE DEVELOPMENT

CAMPAIGN DEVELOPMENT

SOCIAL CONTENT STRATEGY

SCRIPT DEVELOPMENT

TALENT-LED CONTENT

PRODUCTION

POST PRODUCTION

COLOUR GRADE

SOUND MIX

SOCIAL CUTDOWNS

JAMESON GINGER & LIME IS SERIOUSLY REFRESHING. SO WE PUT THAT TO THE TEST WITH SOMEONE FOOTBALL FANS ALREADY KNOW FOR BEING SERIOUSLY HIMSELF: MICK MCCARTHY.

THE IDEA WAS SIMPLE. PUT THE CAN FRONT AND CENTRE, LET MICK BE MICK, AND BUILD A SOCIAL-FIRST CAMPAIGN AROUND THE CONFIDENCE, ONE-LINERS AND DEADPAN LOOKS TO CAMERA THAT HAVE MADE HIM AN UNLIKELY INTERNET ICON.

EACH FILM OPENS TIGHT. A CRACK OF THE CAN. A SIP. MICK LOST COMPLETELY IN THE REFRESHMENT OF JAMESON GINGER & LIME.

VISUALLY, THE CAMPAIGN LEANS INTO CLOSE-UPS, SLOW MOTION, CRASH ZOOMS AND PLAYFUL REVEALS. PREMIUM ENOUGH TO MAKE THE PRODUCT FEEL THE PART, BUT NEVER SO POLISHED THAT IT LOSES THE COMEDY.

THE RESULT IS ‘REFRESHINGLY MICK’: A PLATFORM BUILT AROUND FOOTBALL CULTURE, SOCIAL-FIRST STORYTELLING AND ONE OF THE GAME'S MOST RECOGNISABLE PERSONALITIES.

COMEDIC. TONGUE-IN-CHEEK. AND VERY, VERY MICK.

SOCIAL-FIRST CAMPAIGN FILMS

6 SECOND CUTDOWNS

15 SECOND CUTDOWNS

30 SECOND FILMS

VERTICAL SOCIAL CONTENT

PRODUCT-LED SOCIAL ASSETS

MULTIPLE CAMPAIGN EDITS