BACK TO SCHOOL ‘24
Real kids hold the key to Back To School, not retailers. So we revisited last year's stars to learn their real wants and needs in gearing up for their big year ahead.
The documentary-style follow-up reinforced Officeworks’ dedication to embracing their worlds, allowing the kids to lead the way as they do best. We also wove in the brand's fresh, more-tactile look and feel, keeping things eye-catching and cohesive across every deliverable and media placement.
60” Hero Film
30” Film
15” Film (Parents Save 20%…)
15” Film (School List Service)
15” Film (Bring Your Own Device)
Social Films
I planned out and directed the social layer of the campaign shoot, stretching a single production day beyond the hero films.
Instead of relying solely on master cut-downs, we were able to capture a bank of TikTok-native moments: unboxings, product reviews, behind-the-scenes content and bloopers — all more lo-fi and candid to feel like they belonged in-feed.
We ended up with over 30 playful, platform-friendly assets that gave the campaign a bigger, more native social footprint.