Telegraph Health Campaign
Services:
Creative Director
Industry:
Media and Publishing
Year:
2023
Project Overview
The Telegraph launched a campaign to promote their Health Desk and their new "Complete Guide to Living Well." To enhance this initiative, I was brought on as Creative Director to develop a captivating video campaign that would not only showcase the breadth of health information available but also humanise the expert team behind it.
The goal was to build trust and engagement with the audience by highlighting the passion, expertise, and dedication of the Health Desk journalists. This required a cohesive visual identity that would effectively communicate the campaign's message while aligning with The Telegraph's established brand aesthetic.
Scope of Work
- Concept Development:
- Developed a creative concept that emphasized the human element of health and wellness.
- Focused on showcasing the expertise and passion of The Telegraph's Health Desk team.
- Visual Direction:
- Collaborated closely with photographers, stylists, and the editorial team to define the campaign's visual language.
- Emphasized authentic and relatable imagery that resonated with The Telegraph's target audience.
- On-Set Production:
- Directed on-set production to create high-quality portraits and behind-the-scenes footage of the Health Desk team.
- Captured the energy and expertise of the team in a natural and engaging manner.
- Cross-Platform Integration:
- Oversaw the integration of campaign visuals across multiple platforms, including digital, print, and social media.
- Tailored the creative assets to suit the specific requirements of each platform.
The campaign aimed to portray the Telegraph Health Desk team as both authoritative experts and approachable individuals. As Creative Director, I developed a visual style that balanced professionalism with warmth. This involved utilising natural lighting, clean compositions, and professional yet approachable styling.
On set, I fostered a comfortable environment where each team member's unique personality and expertise could shine through. This included careful wardrobe selection that reflected both professionalism and individual style, and close collaboration with the videographers to capture candid and engaging moments.
The resulting imagery was seamlessly integrated across digital, print, and social media platforms, creating a cohesive campaign that successfully humanised the Health Desk team, built trust with the audience, and reinforced the Telegraph's authority in health reporting.
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