James Creative

Focus has been a UK best-seller since its launch in the 90s. But overtime it has become symbolic of the Ford brand overall – solid, dependable, but not very exciting.

The arrival of the all-new model gave us the opportunity to challenge that perception.

Talking to the Focus Product Manager we learnt the ‘all-new’ car was exactly that. In his words, ‘It has been changed in every way’. This simple truth became our launch proposition and led to the creative idea.

The Beauty of Change

We adopted the metaphor of the butterfly’s radical metamorphosis to symbolise the transformation of the plain Ford Focus into a thing of beauty and grace.           

The integrated campaign kicked off in April and culminated in a national launch this September across OOH, digital, social and TV. The 60” spot was supported by a product feature led 30”.

Agency: GTB Director: Peter Thwaites CGI: Electric Theatre Client: Ford

We later created the Beauty of Change Continues for the Ford Focus Active.

Agency: GTB Director: Steve Cope CGI: Electric Theatre Client: Ford

Currys PC World have all the tech and expertise to make anyone’s Christmas.

We let Tim, our charming employee put these products to the test against hard to impress celebrities who are experts in their field.

We pit the Google Nest Mini against Roman Kemp Capital FM Radio DJ, a gift card offer up against a down on luck comedian Mark Watson, and the new Microsoft Surface up against a tech savvy influencer.

Agency: AMV BBDO Director: Clay Weiner CGI: Electric Theatre Client: Currys PC World

How do you prove to the public that the Samsung Galaxy S Tab has the most life-like display on the market? You fool a falcon with it’s impeccable eyesight into thinking it’s prey is below them.

Agency: Iris Client: Samsung

Everybody loves getting more bang for their buck and the Virgin Holidays January Sale is a time where you can get exactly that. The ‘Dream Bigger’ campaign shows its customers that a Virgin Holiday’s vacation is just that little bit more special than what its competitors can offer.

Agency: M&C Saatchi Director: Simon Ratigan

The song is a reworked version of Randy Crawford’s One Day I’ll Fly Away, by Rae Morris.

True football fans are only found in lower league football.

To thank these these ordinary but determined fans we heroed them in a series of idents shown during the Football League show.

Agency: M&C Saatchi Client: Ginsters

This is what happens when you push a CRM brief as far as you can. Instead of just writing four emails in the lead up to the Six-Nations, we proposed the idea of creating four social videos of England stars attempting trick shots with a variety of new BMW’s.

And this is what we ended up with.

Agency: FCB Inferno Director: Brandon Li