Behind the Scenes: Crafting the Screwfix Black Friday TV Ad Campaign
At Wordley Creative, the past few months have been a whirlwind of creativity and dedication as we immersed ourselves in the exciting world of Black Friday advertising for Screwfix.
A very early test using Unreal Engine
Collaboration was at the heart of this project from the get-go. The director and I planned every shot using a virtual environment inside Cinema 4D. This strategic approach allowed us to visualise the entire ad, and get sign-off from the client ahead of the shoot. With our vision in place, we were able to hand over to the MoCo team, who fed the virtual camera data into a Motion Control Camera, filming each product with precision and finesse.
In post-production, there was still a ton more work:
All footage was edited to produce the numerous deliverables needed for the campaign
All sets were extended digitally, products cleaned up, and all footage graded using Flame by Wordley’s online editor
All graphics were produced by myself, working closely with the director
A frame showing the final look of the animated strokes
The Screwfix Black Friday TV ad campaign was a testament to the dedication, creativity, and technical expertise of the Wordley Creative team. From the development of animated graphics to the precise planning and execution of shots, to the magic produced in the online editing suite, every aspect of the campaign was thoughtfully crafted to deliver an unforgettable viewing experience.
