Kipling asked me to produce a combined photo and video shoot for the launch of Live Light, a new range of school backpacks which combined fun LED lighting and reflective safety details. The brief: show backpacks that kids genuinely want to wear, while highlighting the safety features.

Challenge:
We needed to create enough content for the launch and all digital marketing, within a single production day. I chose a skatepark in Rotterdam as the setting. The location came with practical challenges: it remained open to the public and there was no dedicated space for wardrobe changes.

Key decision:
I cast three models: a five-year-old girl and two 12-year-olds, a girl and a boy, and we let them play, move and interact with the environment, capturing the best moments as they happened.

We worked from day to night, highlighting the LED and reflective safety details. One of the most memorable moments became a secondary narrative in the film: the two older children sharing a sunset moment, holding hands and taking a selfie.

My role:
I led the production from concept and planning through to final digital assets. I assembled and managed the creative team, including photographer, stylist, hair and makeup artist, assistants and video crew.

We used a production van with wardrobe facilities and a hair and makeup station. We worked around the public use of the park, coordinating with other visitors to create space when needed.

Following the shoot, I also developed the digital campaign collateral, creating newsletters with GIF animations and animated social media content from the photography and video material.