HEINZ
Campaign Concept: “A Few Seconds Before Happiness”

Type: Minimalistic Print Ad

Concept: Capturing the suspended moment of joy—right before taking the first bite of food dipped in Heinz ketchup.

Synopsis: This campaign highlights the emotional anticipation that comes just before tasting something you know will be delicious. Viewed from the POV of the ketchup container, the visual frames a small opening in the thick red backdrop, revealing the subject in a moment of blissful expectation.

Tagline: A Few Seconds Before Happiness

Execution: Clean print with various relatable scenarios (a child, a partner, a professional) showcasing the same moment of anticipation.

Objective: Show that Heinz isn’t just a condiment—it’s a prelude to happiness.

Reference Image for Visual

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SAMSUNG
Campaign Concept: “Not Now, MOM”

Type: Video Ad

Concept: A cinematic, documentary-style short revealing that all the high-end visuals are being shot by two teens on a Samsung S24 Ultra.

Synopsis: What looks like a nature documentary is suddenly interrupted by a phone call from the protagonist’s mom—exposing the entire production as a school science project. This light-hearted campaign highlights the powerful video features of the S24 Ultra in a real-world, Gen Z context.

Tagline: Epic, Just Like That

Key Features Highlighted: 8K 30fps video, AI-powered slow motion

Tone: Playful, relatable, and visually stunning

Objective: Reinforce that professional-grade content creation is accessible through Samsung’s tech.

Script:
Visual 1a – Cinematic Slow-Mo

• A stunning close-up of a butterfly fluttering its wings in slow motion—reminiscent of a BBC wildlife documentary.

• Shot in high-definition, emphasizing the phone’s ability to capture intricate natural detail.

Audio 1a – Voiceover (Best Friend)

“A butterfly is nature’s living masterpiece… a reminder that even the most profound—”

Audio 1b / Visual 1b

• Phone ringtone cuts in abruptly

• Butterfly flies away, followed by an annoyed expression from the protagonist and his friend.

Visual 2 – Incoming Call

• Close-up of the S24 Ultra screen showing “MOM CALLING.”

Audio 2

Protagonist (frustrated): “Not now, MOM… uhhhhhhh.”

Visual 3 – Post-call banter

• The two teens exchange a look. The mood resets.

Audio 3

Protagonist: “Mom, I’m in the middle of my science project with Josh. I’ll be home in an hour, bye.”

Visual 4 – The Recovery

• Camera pans out to show the teens in a field setting, brainstorming.

Audio 4

Protagonist: “Maybe we should just do a slow-mo of your turtle walking.”

Visual 5 – Closing Frame

• Wide, still shot of the peaceful field.

• On-screen text:

“Making the Ordinary, Extraordinary”

Replaced by:

“The new Samsung S24”

“Epic, Just Like That”

Audio 5 – Ambient nature sounds (birds, breeze, soft rustling grass)

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WOMEN’S AID
Campaign Concept: “Words have weight”

Type: Public Service Announcement (PSA)

Concept: Showcasing the invisible burden of verbal abuse by giving harmful words physical weight.

Synopsis: As the protagonist goes about her day, emotionally abusive phrases start to physically appear on her body—chains, backpacks, stones—symbolizing the unseen trauma verbal abuse causes.

Tagline: Words Have Weight. Use Yours Wisely.

Final Copy: Some wounds you can’t see. But survivors feel them every day.

Tone: Gritty, impactful, emotionally honest

Objective: Raise awareness about the real damage of emotional and verbal abuse. Encourage empathy, awareness, and support for survivors.

SCRIPT

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SKECHERS
Campaign Concept: “Moving is for Everybody”

Type: Video Ad

Concept: A joyful, relatable depiction of a slightly out-of-shape protagonist working out, proving that movement belongs to everyone.

Synopsis: Set to Move Your Body by Eiffel 65, this ad shows the daily fitness routine of an everyday person—from lazy mornings to spin class to sprinting for the bus—while showcasing Skechers’ comfort and performance in real-life movement.

Tagline: Moving is for Everybody

Narrative Voice: Motivational, inclusive, and affirming

Objective: Break fitness stereotypes and normalize movement at any stage, shape, or size.

Background Music: Move Your Body – Eiffel 65
https://www.youtube.com/watch?v=zQ6HBbyJR34

SCRIPT

SCENE 1:

Visual :
The ad starts off with a shot of the protagonist’s face from above when he is sleeping in bed. A zoom in starts towards his face and at 0:02 seconds of the song, the man opens his eyes

Description of the scene: The individual in question is a white, middle-aged man with a slightly overweight physique. He is in his bedroom. The sheets and pillowcase are grey/greenish in colour

Narrator (Calm, Steady Voice):

“Your body was made to move.”

Music:
0:00 – 0:02

SCENE 2:

Visual:
Quick Transitions of the man using the washroom, eating a quick pre-workout meal/drinking a cup of coffee and putting on his gym wear (close-up of him tying the laces of his Skecher shoes). The scene ends with the elevator doors opening and the man leaving his condo

Description of the scene: The scene would be shot in a condo apartment. Detailing of the bathroom and kitchen would be minimalistic in nature. Neutral tone colours are used in the background.

Narrator:

“Not to sit. Not to wait. But to go, no matter your shape or size”

Not to sit – Man is on the pot using his phone. The camera shot is a reflection off the mirror.
Not to wait – Man waits for his toast or waits for his coffee to come out of his Nespresso machine
But to go, no matter your shape or size – Man looking at himself in the mirror and leaving the elevator with a determined outlook

Music:
0:02 – 0:20
The “ring” of the elevator when the man is leaving his condo

SCENE 3:

Visual:
Panoramic shot of the man doing a spinning session in a neon room. Camera focuses and zooms on the shoe. Focus remains on the shoe and a zoom out effect takes place to the man working the ropes. This is followed by a Picture in Picture (PIP) or video in video format of the various other workouts that the protagonist does be it running or some sort of sporting activity

Description of the scene: The attire of the protagonist keeps changing based on the workout but the shoes he wears remains the same. He is wearing different coloured Skechers sportswear.

Narrator (building momentum):

“Every heartbeat. Every breath. Every step—it fuels you.”

Every heartbeat – Protagonist is pushing himself on the cycling machine
Every breath – Protagonist is taking deep breaths while working the ropes
Every step – it fuels you – Protagonist plays some sporting activity and is then showcased running a race (from left to right of the screen which acts as the beginning of a transition for the next scene)

Music:
0:20-0:41 (can be cut to 10 seconds)

SCENE 4:

Visual:
The protagonist is leaving his house with a friend, and they see the bus they were supposed to catch just leave the bus stop. They both exclaim
Friend: “Aww man, now were going to be late”
Protagonist: “Are we?”
They exchange smiles and
a. start jogging towards their destination (Wide Shot)
b. look at cycles parked next to the bus stop and start cycling towards their destination
In the same frame, text appears sequentially
First line of text: “Moving is for Everybody” (said by the narrator as well)
Second line of text: “Brand Logo of Skechers”

Description of the scene: The friend of the protagonist is a lanky woman with a non-athletic build. Both these characters are wearing shorts and Skecher shoes when they exit the house