Wex Photographic
Video Advertising

The campaign centred around a simple question: "Which photographer are you?" The Specialist, The Social Sharer or The Enthusiast.

Designed to connect with photographers of every experience level, the campaign positioned Wex as more than just a retailer. Through authentic, story-led content, it demonstrated how Wex helps every customer find the right camera, the right advice and the right support for whatever stage they are in on their photography journey.

The creative spanned video advertising, the annual product catalogue theme, social content, in-store advertising and out-of-home campaigns. Shown here is the video component.

Each long-form film (approximately two minutes) follows the story of a different photographer, exploring their passion, aspirations and the camera that best suits the way they shoot. The accompanying 30-second pre-rolls distilled these narratives into a concise message, highlighting how Wex guides customers towards the right equipment while showcasing the expertise and services that set the brand apart.

With a production budget of over £30K across the three films, I developed the initial storyboards alongside a copywriter/editor before leading the project, along with the DoP, from concept through to delivery. This included managing the production team, casting, locations, logistics and scheduling, as well as coordinating specialist suppliers (including a drone pilot, an owl and its two handlers!).

The project involved extensive location scouting, prop sourcing, accommodation planning and the transportation of people, products and equipment across multiple shoots. On set, I art directed each production to ensure every detail supported the creative vision. Two of the films were completed in single-day shoots, while The Social Sharer required a day and a half to capture the more ambitious narrative.