The Challenge
McCarthy & Stone sought to create a standout national advertising campaign, leveraging both print and digital platforms, while simultaneously enriching their internal asset library for versatile, on-demand use. Our brief called for aspirational yet authentic imagery and video content that could resonate with their audience and align with their brand’s identity.
The task? To orchestrate four three-day shoots that seamlessly blended emotion and storytelling. This required scouting ideal locations, finding the perfect models, and capturing genuine, relatable moments – all while ensuring meticulous planning and execution across wardrobe, props, lighting, and styling.
The Solution
We started with an intensive planning phase, working closely with the client to align on campaign objectives and creative vision. With a clear plan in hand, our team got to work:
Venue Recce: Conducting multiple site visits to ensure chosen locations complemented the desired visual aesthetic.
Model Selection: Scouting, evaluating, and booking 18 models who could embody the brand’s ethos while bringing an authentic energy to the set.
Wardrobe and Props: Sourcing and supplying a range of clothing, accessories, and props tailored to each scenario to ensure realism and versatility.
Shooting & Production: Managing every aspect of the shoot, including set dressing, lighting, and on-site styling, to ensure every shot captured by our photographers and videographers depicted the scenario and moment perfectly.
The key to creating believable, engaging imagery lay in connecting models with activities they genuinely enjoyed. This approach, coupled with the collaborative expertise of our team, brought each scene to life with authenticity and depth.
Company Overview
McCarthy & Stone is an award-winning company, creating retirement properties for sale or for rent, for independent living.
What we provided
The Results
Through meticulous pre-production planning and expertly choreographed shoot days, our team captured an extensive library of timeless video and photography assets. These formed the foundation of the national advertising campaign while also creating a valuable content resource for future marketing activity.
During the campaign’s 12-month run, McCarthy & Stone achieved a 112% uplift in door-drop lead response and a 41% uplift in direct mail lead response.
Our clients love what we do!
Always a pleasure working with the talented team at Jask Creative. Dedicated, diligent and with a fantastic vision for how to bring our brief to life.
