Smint

The job

Take the scripts and make them sound like something.

Smint ran their biggest campaign: 700+ outdoor sites, 4,000 rail placements, full station takeovers at five Underground hubs, 130,000 tins sampled, and radio at peak commuter time across Capital and Heart.

I made the radio.

The scripts came from the creative director. Everything after that was mine: casting the read, the timing, the sound design, and finishing all three spots to broadcast.

On a thirty-second ad with one voice, sound design isn't decoration. It's the only thing holding the thing up. There's no picture to hide behind.

Context

The campaign was built on those small awkward moments that make you want a second to reset: signing off an email I love you, liking someone's photo from four years ago.

The exposed group outperformed on brand measures, the brand grew 31% in four weeks, and household penetration rose 8% year on year.

Multi-partner campaign: WPP, Global, KBH, N2O. My part is the audio and the street interviews.

On the street

Alongside the radio, I spent a day at Bank station getting commuters' opinions on the 3pm slump, tube crimes and the worst thing they've ever forgotten. The idea was mine, and I filmed and edited all three.