Smint

The job

Take the scripts and make them sound like something.

I made the radio for Smint's biggest campaign, three spots that ran at peak commuter time on Capital and Heart.

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.

I directed the reads, then did the timing, sound design and mix, and finished all three spots for broadcast.

With one voice and thirty seconds, the sound design does a lot of the work, because there are no pictures to lean on.

On the street

Alongside the radio, I spent a day at Bank station asking commuters about the 3pm slump, tube crimes and the worst thing they've ever forgotten. I worked up the questions and hooks, filmed it and edited all three, picking out the best bits to tell a story.

The campaign

Across the whole campaign, people who heard or saw it scored higher on the brand measures, the brand grew 31% in four weeks, and household penetration was up 8% on the year before.

WPP, Global, KBH and N2O ran the ads, and I made the radio and the street interviews.