ABOUT

The brief:
To show prospective BBC Maestro customers that it's never too late to try something new and get them excited about the Maestri they could learn from.

The approach:
I have often written video scripts from scratch which can then act as a structural guide for videographers or animators working on the visual side of things. But in this case, the clips had already been selected and the video itself roughly edited, so my challenge was to retrofit the conceptual thread that could hold the piece together through punchy onscreen text. Before I added the text, the video comprised of multiple powerful, but disconnected, quotes. My idea was to showcase the incredible and well-known results of the Maestri (e.g. selling millions of books) but then paralleling that success with the often humble journey they had been on (e.g. student poetry readings). The average prospect is more likely to be at the humbler side of their journey, but with BBC Maestro, they could achieve something big.

The result:
A powerful and punchy video with a simple premise that performed extremely well across organic and paid channels.