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. Not a lot to work with on paper.

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

What began as one hero film quietly became a much larger campaign system: ten standalone vignettes, each cut to work as its own ten-second execution across social and paid media.

The result gave Freedom 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.