The brief was to rebrand CITV for the summer holidays, inject colour & energy into the look of the channel and crucially make the channel feel less childish; a fun place for 12 or 13 year olds to hang out.
Money was tight so my idea (Big up your summer) had to encapsulate the excitement of summer whilst working on a shoestring budget. I worked with presenters Tilly & Noah on the project, developing a fun & cheeky script and I directed them on set to get just the right playful performance.
The campaign concept developed into various TV spots, on-air bumpers and assets for digital & social – we launched a ‘CITV Summer’ Popjam page (Instagram for pre-teens).
