If you can’t make them laugh (meerkats selling insurance), make them cry (John Lewis Christmas ad). They won’t forget you. Failing that… make no sense at all and you will go down in history (Gorilla playing the drums).

Great ideas come first.

Nobody ‘actually’ cares about your brand.. bear with us. They care about their friends, family, job, dog and when their next holiday will be. For the short moment they need what you have, make sure you’re fucking unforgettable.

Cats r cute.

Shoots should be fun, and the final product should be better than you could have hoped. These must happen simultaneously for us to be doing our job properly.

Where people see your content matters to how and what you shoot.

TV ads & print media are statistically still vastly more powerful than social ads. TV + print + social ads are
cumulatively even more powerful than the sum of running each separately. (We make all of them)

Less is always more.

User generated content is great, but if you rely on it your brand image will slowly (maybe quickly) erode. Powerful brand content is still the only foundation for success.

High quality production might not make you memorable, but it definitely makes you trustworthy. You have to show you care to make them care.

No work WhatsApping at the weekend.

Luxury content has to be aspirational. This requires more budget but it’s the only way up.

Stretching is good for you.

Your content being consistent in style, lighting, colour grading and editing is just as important as not changing your logo every shoot for optimal brand recall. We are biased, but it’s true.

To impact sales, an ad needs to convey the right motivational message in an emotionally engaging way. One without the other and it will fail.

Iconic images may be beautiful, perfectly lit, skilfully shot, expertly edited but it is their context that makes them iconic. Do all of the above and they can become legendary.

Dark chocolate & sunshine have nothing in common but we love them both.

People want relationships with other people, pets, and a small number with their car… but not with brands. Be helpful, entertain them, maybe even inspire them. Then get out the way, they’ll likely thank you by buying from you.

Nobody will read this far.