ABOUT

We had been sponsoring the Hardest Geezer for about 5 months and we hadn't produced much content on him at all (at the time he didn't have many followers). I believed storytelling content was the future at Huel and that we had a unique opportunity to tell his story. I created a deck outlining why this content would be so important to Huel and how this particular piece of content would shape the future of the creative at the company. I spent my evenings creating a test concept / edit. I worked closely with our in-house editor to create a script that would be impactful and cinematic. I pulled content from his socials and created a test edit and presented it to the company. I then created a mock VO which imitated the Hardest Geezer's voice. I then tweaked the video slightly and sent to the Hardest Geezer to get him to do the voiceover from Africa. Finally the content went live and storytelling has been a huge part of our creative strategy going forward, thanks to this piece of content.