Motion Design, Video Production & Creative by Oliver Chaffe
Abercrombie & Kent
Australia & New Zealand Film
Abercrombie & Kent has been pioneering experiential luxury travel for 60 years.
The brief was simple; inspire the domestic Australian traveller.
The development of the script was a key challenge - ensuring client objectives were met while creating a compelling point of difference. Identifying with those who ‘seek more’.
The film was extremely well received and a cinema version was shown during The Melbourne International Film Festival.
Roles
Concept/Approach.
Co-writing script
Storyboard
Full post production
VO casting/Direction
Additional Credits
Creative Director: Aaron Lee
Co-scriptwriter: Alice Muleeney
A Caramel Creative Production.
“Down here luxury isn’t silver, it’s blue, and green and ochre, a tapestry of textures woven by natures very hand.”
60th Anniversary Film
Following the success of the Australia & New Zealand film and to celebrate their 60th year celebrations Caramel Creative were approached to create a brand film that celebrated their past and expressed the power of travel to their customers.
A key difference would be that this video needed to serve UK, US and Australian markets. The client loved the emotive voice of the first video but a level of corporate assurance was required in this piece as it would be used B2B as well as B2C.
The response was to develop a script tailored to two voices: The mature British male, (Akin to Geoffrey Kent, the founder) representing A&K, alongside an American female - representing the customer.
Created during lockdowns, options to shoot new footage where very limited. Instead, I storyboarded, edited, and produced the 2-minute film from an extensive catalogue of existing footage .The result would be shown at the company’s yearly conference in the USA in 2022.
The response was overwhelmingly positive amongst the global employees and sales representatives. With international travel re-opening in 2022, the film has become a key marketing driver.
Roles
Concept/Approach
Script
Storyboard
Full post production
VO casting/Direction
Social versioning/Strategy
Additional credits
Creative Director/s: Aaron Lee, Justin Davies
A Caramel Creative Production.
“We’re shown the world through a different lens”
Social Media Versioning
Early in the project I identified the opportunity for the client to gain more use from the raw material and promote the brand more on social media.
The ‘Celebrating 60 Years’ lockup was paired with a custom follow tag on each version.
Celebrating 60 Years Of…
Luxury travel experiences.
Trips from the bucket list.
Journeys that leave a positive impact.
Unforgettable memories shared together.
Travel through a different lens.
Close encounters with nature.