WHAT’S YOUR ROLE?
My role on the shoot was director, but I was also involved in writing the idea and putting that together with the team at Leo Burnett and Butlin’s.
WHY DID YOU WANT TO BE INVOLVED IN THE PROJECT?
I'm fascinated by Butlin’s as a British institution. It’s part of our contemporary culture and has been around for a long time, so I was keen to get involved. I have a lot of experience in the world of entertainment – I used to work with ITV on Britain’s Got Talent – and I felt that I was the right fit for the project.
HOW LONG DID IT TAKE TO PRODUCE FROM BEGINNING TO END?
There were about four months-worth of ideas and scripts that were being worked on, but once the concept was signed off, I would say two months of work prior to the shoot. There were lots of things to organise. We had to establish what the talent needed to do and how we could all work together to create something entertaining that would stand out.
WHAT DO YOU HOPE THE AUDIENCE FEELS WHEN WATCHING THE AD?
I hope the audience feels like this is a new direction for Butlin’s. The brand has a really high calibre of entertainment and I think the audience will recognise that, and I want them to feel excited. I think people have a certain idea of what to expect, so they might be surprised by the advert and think, actually, that looks pretty good!
WHAT’S BEEN THE MOST EXCITING PART OF THE PROJECT?
As a writer and director, it’s been great seeing it come to life from just an idea I had whilst at home, and how everything has come together. The performances blew me away – the acts at Butlin’s are all amazing!