The Invisible Helper

The Invisible Helper
2017 – Writer/Director
Branded content series
5 x 6 minutes


Criterion Industries are an office fit out supplier who work with architects and builders, assisting them create modern office interiors at affordable prices. Criterion were looking to raise more brand awareness in the marketplace, particularly amongst architects. The company wanted to showcase its strengths, experience and service after seizing upon an opportunity to screen content at an architecture themed film festival.

Architects are always under a lot of pressure from clients to create designs that are not only on trend but also affordable. We wanted to position Criterion as a brand that has their back and a brand that will help their designs stand out when it comes to design and budget.

I personified the Criterion brand and brought him to life as an architect’s ultimate wingman. I wanted to represent Criterion as a slick ‘invisible helper’, someone an architect could lean on and trust to help them stand out of the crowd. 

For the architect film festival, we created a two minute brand film set amidst a competitive pitch to restyle an office interior. The film used humour and played on visual gags associated with the Criterion persona being invisible. Accompanying the two-minute brand film, we also created four supporting web videos for Criterion to use through social media marketing. These web videos were humorous, absurd, cheeky and playful, showcasing Criterion as the ultimate wingman in a variety of situations including karaoke!

Producer Pip McKenzie
Account Manager: Libby Sinclair
DOP: Henry Smith
Editor & Colourist: Javed Sterritt
Composer: Jonny Higgins
Production Company: Taste Creative

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