Blank (2023)
B2B + Social Campaign
Client: GenM
A brand film with a message - GenM is on a mission to make the menopause a more positive experience for everyone. There are 15.5 million menopausal consumers in the UK alone, 45% of whom find it difficult to shop for menopause-friendly products. GenM has partnered with progressive brands to help these shoppers find the products they need - they’ll just need to look for the GenM “M-Tick” displayed on partner-brand products and signage to know that they’re in safe hands.
“Blank” illustrates the struggle of the menopausal consumer, throwing our hero into an abstract, labyrinthine supermarket stocked with nothing but blank white products. Shot against blue screen at Tungsten Studios, only one aisle of foreground shelving was constructed for the film, with most shots utilising CG backgrounds to extend the set into the horizon.
After storyboarding a treatment for the project, I pitched it successfully and then went on to direct and edit the film, which was originally commissioned as a B2B piece to entice new brand partners and get the “M-Tick” onto more products.
Shot at Tungsten Studios with RED V-Raptor.
Agency: Propaganda
Production: Tungsten Media
Director/Editor - Christian Holtappel
Producer - Robin Baker
Cinematographer - Andrew Beniston