ABOUT

The brief:
To create a video that creatively celebrated Berkeley Group's new collection of homes, to be featured at a large international event showcase.

The approach:
Berkeley knew they wanted a video, that they wanted a poem, and had a long list of features that they wanted to be included in a run-time of less than a minute. Not the easiest brief I've ever encountered, but a fun challenge nonetheless. I spoke to the client to make sure I understand all the features that needed to be included (and tried my hardest to shave a few of these off). The client wasn't sure on exactly the style of poem they wanted, other than they wanted it to feel 'family friendly, feel-good, and homely', so I suggested I shared a few concept options so they could choose a route they liked. I showed three poetic routes, one quite bold and punchy, with short and upbeat bursts of language mimicking birdsong; the second telling a lyrical and descriptive story that followed the journey of a young family; and the third (selected) option, (certainly the safest but no less effective route), which takes a wistful and sensory meander through the little details that make up a happy life in the country.

The result:
A comforting and powerful video that was used as the showcase piece across multiple huge screens at Berkeley Group's event in Hong Kong.