Freelance • Creative Direction • Design • Brand Style Guide • Anthem TV • Website • OLVs • Social
How salvaged footage becomes a brand new campaign, without a single reshoot.
I joined Dagger as a Freelance Creative Lead to cover the Group Creative Director's maternity leave. The agency had just won the business and wrapped its first shoot. But when a shift in the client's target demographic sent the campaign back to the drawing board, and two-thirds of the casting pulled, I stepped in with a fresh perspective, ready to build a new story out of what remained.
The Ask:
Build a new campaign from existing footage and assets that feels intentional.
Scripts & Anthem
Since I hadn't attended the shoot, I reviewed hours of footage, then worked backwards from usable moments to find a story that still made sense. From there, I rewrote the anthem scripts around the footage that survived, and wrote new scripts to fill the gaps.
OLVs
Since reshooting was off the table, I led the build-out of two online video campaigns around behind-the-scenes footage, giving audiences a more authentic, unscripted POV from our campaign heroes.
Website
I partnered with the agency's Design Director to define the brand's visual identity and build a cohesive and comprehensive campaign style guide. With the style guide locked, we reskinned the website around the new look and feel, folding in every new campaign asset so the site read as one continuous experience with the rest of the rebuild.
Paid & Organic Social
For paid and organic social, I built a set of templates we could reuse again and again, refined into a system that reliably drove clicks. We turned the campaign photography into GIFs for more dynamic, scroll stopping content, and built carousels designed to read as one continuous story unfolding horizontally.
The Outcome
Five months became nine when the GCD returned and the work had moved too far down this new path to hand back. The final campaign ran across CTV, YouTube, and Meta. Every client meeting landed. And, not one bad client review the whole way through.
Agency: Dagger