how do you make a social campaign in 15 minutes?

Okay, that’s a slight exaggeration (in the end, we only had ten minutes). But we were faced with a bit of a unique problem: NatWest wanted to make social extension content for its big 2025 ATL campaign. Called ‘Just Start’, the campaign was fronted by a rousing TVC that encouraged would-be business owners to take the plunge and make their dream a reality. We needed to capture content during the TVC shoot and turn it into arresting social assets.

play into the panic

That’s clever wordplay, because it conveys the creative approach we took whilst also explaining how we managed to make these with a few minutes of spare time between set-ups on the day. These two films let us go in the heads of the TVC talent, offering a snapshot of their interior thought process at the moment they decided to quell their anxiety and 'Just Start’.