Freedom AEOS 2026

Brief

Freedom wanted to make some noise around its biggest sale of the year, but the brief came with a catch: no visible talent, no product, and nothing that would date the campaign. It needed to work throughout the sale and still feel unmistakably Freedom.

Solution

So the constraint became the idea: a gloriously over-the-top tower of Freedom boxes, the haul of someone who got a little too carried away. Tall enough to hide whoever was carrying it and built around the boxes rather than the products inside them.

From there, it mostly wrote itself: one very determined shopper wrestling their tower of a haul home, through a series of increasingly ridiculous situations.

I developed the concept and led it through pre-production, casting, locations, styling, art direction, props, the shoot and post-production, working closely with Freedom and the wider production team to make sure every frame could stand on its own.

Result

Freedom came away with one hero film and ten standalone vignettes, each cut to work as its own ten-second execution across social and paid media.

That gave them a flexible bank of assets that could run throughout the sale without relying on specific products, offers or seasonal cues. More importantly, it turned a fairly restrictive brief into something simple, memorable and properly fun.

We had far too much fun with this one.