You're On Fire
The brief
A messaging test built on a specific insight: the audience wants to feel competent and good at their job. The concept turned that insight into a joke, a colleague tells someone they're "on fire," meant as praise for how fast and sharp they are, except they're also, quite literally, on fire.
The approach
Comedy carrying a strategic point rather than comedy for its own sake, no offer attached, the goal was pure message recall rather than an immediate conversion.
My role
Ideated the concept, directed and produced the ad, sourced the actors and wardrobe, reviewed the final cut.
The result
Performed well by recall.