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Norwich production company JMS Group produced a two-part television campaign for Foster East to recruit new foster families across East Anglia. The 'Your Everyday' campaign was split into two commercials, a weekend version, and a weekday version. The weekend creative features the family engaged in leisure activities, while the weekday creative shows a foster child being readied for going to school. The television campaign was partnered by an accompanying radio advertising campaign, and a collection of social media marketing assets derived from the same footage.

The client's brief was for the commercials to feel warm, friendly, and nostalgic. JMS Group's Director of Photography Tom Vaughan-Mountford chose to shoot the commercial handheld and grade the footage to have a retro 16mm film style.

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