Disciplines: Art Direction, Script Writing, Voiceover Direction

The Brief

To support the launch of Paddington in Peru, ITV needed a broadcast-led campaign that would:

• Respect the tone and heritage of a much-loved character
• Appeal to both family audiences and existing Paddington fans
• Sit confidently and seamlessly within ITV’s entertainment landscape

The challenge was balancing playfulness, warmth and brand personality whilst delivering to a high broadcast-level, whilst upholding the integrity of the IP.

The Creative Idea

The campaign leaned into Paddington’s innate charm and optimism, positioning the film as a warm, cinematic adventure rooted in character and family-fun.

The creative approach focused on:

• Story-led moments over hard promotion
• Gentle humour and emotional beats that reflected  Paddington's personality
• A tone that fused ITV's brand voice with the loveable Paddington - feeling welcoming, inclusive and distinctly British

The aim was to create work that showed how these brand characters can come together in a uniquley disruptive way to get the audience interested in the upcoming film.

My Role

As Creative Art Director, I:

• Led the creative concept and visual direction across the campaign
• Shaped scripts and storytelling structure to align with the Paddington brand
• Directed voiceover sessions, whilst working closely with motion deisgners and producers
• Oversaw delivery across broadcast formats, ensuring consistency across ITV1 and ITVX

Impact

• Broadcast rollout across ITV platforms
• Supported awareness and excitement around the film’s release
• Delivered a campaign that balanced entertainment, brand integrity and broadcast craft