Production planning started with the whole campaign
Most shoots wrap with a 30-second TVC and maybe a cut-down or two. This one didn’t. With Lebara, from the start, we knew the TVC was an anchor point; the campaign had to live everywhere else.
That is the whole point of Hero+. The TV spot is the launchpad, but the ecosystem is built specifically for every platform, every audience, and every format. Facebook, TikTok, YouTube and Instagram all get written, shot, and built at the same time.
That meant the scripting stage was vital to make sure that messaging would deliver. Every placement needed its own script, written for its format and time frame. Every beat had to land at 30 seconds but also land in six for a YouTube bumper. We’d write a line, then stop and ask, “Will this still work when someone’s half-asleep on Instagram?”
One idea, adapted properly
We knew from the qualitative testing that audiences lean into the little moments, the meme-able lines, the unexpected beats. That insight shaped the script. “Poppycock,” the line that ended up anchoring the whole thing, was written with multiple edits in mind. It threaded through every version, weaving one consistent narrative across all formats. It would make a great t-shirt slogan, wouldn’t it?
A TV commercial should be the launchpad for the campaign, not the only asset the shoot produces.
Collaboration on set
The cast nailed it. Deadpan delivery, then throwing in riffs between takes. The client even got involved, sneaking in a line that ended up in the digital edits. That kind of unscripted moment only works if you have built the space for it. And with the client on set, details were sharpened in real time. One of them, being a proper cricket fan, spotted little details the script alone couldn’t capture, like how a crowd would actually react, or how a certain pause in dialogue felt more “club pavilion” than “TV comedy.”
Together they pushed the creative in the right places, giving us fresh eyes on the work while it was still unfolding. Those perspectives added authenticity you can’t fake and reminded us why the best results always come from collaboration.
Everything captured in one go
By the end of the day, we had captured everything: the hero TVC, cut downs, bumpers, stories, reels, and platform and placement-specific variants across TikTok, YouTube, Instagram, and Facebook. All in one go. No re-shoots. No “can we just lift that from the TV spot?” panic in the edit. The consistency was baked in because the whole thing was scripted, blocked, and shot that way.
And because each asset was designed with its job in mind, we walked away with something rarer: an ad for every stage of the funnel. Broad awareness, fast-hitting mid-funnel work and short-form pieces built to convert.
For the lower funnel, we developed adaptable creative with deliberate gaps to allow flexibility in showcasing price promotions and offers down the line.
Instead of patching things together later, you could literally trace the same joke from the TV spot all the way through to a six-second YouTube bumper. That consistency only happens if you plan it up front. My late grandad always said “fail to prepare, prepare to fail” and those words are never truer than with the Hero+ approach.
That’s what makes Hero+ different. It looks like a single campaign from the outside, but behind the scenes it’s a dozen cohesive campaigns born on the same day. Less waste, more reach, and creative that actually feels native to the platforms it’s on.
