Walkers crisps take pride in themselves as a brand that ‘gets Brits’, but there’s one thing they’ve noticed. And that’s that they aren’t great at sharing how they’re feeling... In fact, studies show Brits say ‘I’m fine’ 14 times a week, but only mean it 19% of the time. The ask was to help people break out of the “I’m Fine” auto-pilot.
As an advocate for mental health I was really excited to be a part of this project. I believe that this campaign, while it is set in the UK, is generally applicable to all people around the world who would rather say, “I’m Fine” than actually share their feelings. In the weeks that led up to the shoot I worked closely with the copywriter and art directors so that we could cast the perfect depictions of our characters.
The goal was to find actors that could not only capture the essence of their character but could in walkers words, “Use humor to make people think that ‘it’s fine not to be fine.”
Deliverables
MY ROLE
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Built detailed timelines on daily and weekly tasks that needed to be accomplished
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Participated in the ideation and creation process from idea to script to finished deliverable
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Assisted in location scouting, set dressing, and craft services
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Created call sheets for cast and crew, and sent out a comprehensive timeline with useful addresses and details
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Coordinated with our DP on equipment rentals for pickup and drop-off at different points of the shoot
Co-Account Manager/Co-Producer: Kaylee Kress & Wes Walton
Director of Photography: Taylor Ballard
Art Director: Annabelle Peterson
Copywriter: Carter Halvorsen