7 Eleven
7 ELEVEN
The Ask
Viral Nation approached me with a 100 plus page creative deck for a national 7 Eleven campaign. The deliverables included a 30 second broadcast commercial and 35 social assets cut into 15, 10, and 6 second versions for TikTok, Instagram, and in store screens. Each piece required both 16:9 and 9:16 formats with custom graphics, text, and music. The deadline was two weeks after the shooting date for the broadcast spot to go live and for all social content to be ready for posting. The campaign was produced alongside a full stills campaign, with production setups, talent, and food stylists shared across both photo and video to maximize efficiency.
My Role
In addition to serving as Director of Photography, I assembled and hired the full production team, including a production coordinator, production assistant, drone operators, lighting and grip crew, a First AC, and an on site DIT and colourist. I also brought an editor on board early and set up a clear workflow and communication between the editor and the colourist. From pre production through delivery, I managed the crew, structured a parallel production and post workflow, oversaw shoot day operations and logistics, and supported the agency producer with dedicated coordination and production support.
The Challenge
With such a tight turnaround, a traditional workflow would not have met the deadline. Post production needed to begin as soon as the cameras started rolling. At the same time, we had to keep the crew lean while filming alongside the photography unit, which meant every role had to be highly skilled and efficient to avoid crowding the set and slowing down production.
The Solution
I hired a hybrid DIT and colourist to grade footage in real time on set. Each evening the graded footage was delivered to the editor, keeping post only one day behind the shoot. This approach allowed the broadcast and social edits to be built in parallel and ensured we met the tight deadline with client approvals secured for the broadcast spot.
When it came to hiring the crew, I selected multifaceted professionals who could take on more than one role. This reduced the number of people needed on set, maximized the budget, and allowed the production to run smoothly alongside the photography unit.
The Outcome
We delivered the broadcast spot and the full suite of social assets on time and in full. The campaign landed with clarity and impact, supported by a lean, collaborative crew and a streamlined workflow.
The work was shortlisted for two Drum Awards in the categories of Content: Retail and Creativity: Social Media, a recognition that highlighted both the creative execution and the effectiveness of the campaign.
Following the success of this project, I was hired by Viral Nation and 7-Eleven for multiple additional campaigns, continuing to build on the strong partnership and trust established through this production.
