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Cleaning Magic

A house so astonishingly clean you’d think it was magic. Astonish is a family run, UK based company, making cruelty-free, vegan cleaning products. This was a great challenge, shooting everything in 1 day and with the added hurdles of directing children and animals.

Spanish Chapel

When a small chapel in the Spanish Pyrenees had its fresco removed for preservation, it left the space devoid of it's centre-piece. Years later, HP helped to create an incredibly accurate replica, returning the fresco to the community and restoring the chapel's meaning. This short documentary film is a great example of how commercial documentary techniques can elevate online content.

Journey Of Nickel

Nickel is a part of our everyday lives, and a metal that we will increasingly need for a sustainable future. It is all around us, from the utensils we use in our kitchens to the bridges that connect our cities and the batteries of electric vehicles that will help to enable a low-carbon future. Yet many people do not even notice its presence because it is a ‘hidden’ metal. This short documentary film follows the journey of nickel from the remote Raglan mine in northern Canada all the way through to processing and shipping in Norway.

Tomé – Monsters

This branded content film for LEGO’s Rebuild The World campaign follows Tomé as he turns his fear of monsters into creativity through LEGO. The idea was to create something that felt like a documentary approach while still fitting the 30‑second commercial format. The series was shot across nine countries using a mix of in‑person, remote and UGC footage and combined two things I love: directing children and shaping natural, unscripted documentary-like moments.

Branded Content Commercial | LEGO 'Tome-Monsters' | Documentary style advert

Google X Shopify: Branch

A fun case study for Google and Shopify that shows how Branch, an office furniture company in NY creates their holiday campaigns. A great mixture of interview based content with a commercial documentary style. We used multiple sections of stop-motion to bring life to the products.

Social Content Director | Google 'Shopify X Branch' | fun energetic stop-motion cinematography

Fearless

Trauma can have a devastating and far-reaching impact. Its effects often extend beyond emotional distress, contributing to long-term mental and physical health challenges that can make everyday life feel overwhelming. This film for the charity Fearless attempts to give a glimpse into what living with trauma can feel like - how it can make even ordinary, everyday moments feel incredibly challenging.

Broad Arrow X Aston Martin DB5

Sir Sean Connery’s personal 1964 Aston Martin DB5 was sent to auction by Broad Arrow for an estimated $1,400,000 - $1,800,000. This film was made to accompany the auction. Featuring an interview with legendary World Championship Racing Driver Sir Jackie Stewart, who reflects on his long friendship with Sir Sean Connery and Ben Collins aka 'The Stig' who took the DB5 for a spin.

Let’s Talk About The C Word

A cancer diagnosis is just part of the story. What comes before and after should all be part of the conversation. Leanne Pero's journey is inspiring and I'm thrilled to have been a small part of it. This short doc for Novartis healthcare forms part of a planned series of stories that will encourage more conversations about cancer.

Short Documentary Director | Novartis 'The C Word' | sensitive subject cancer

That Feeling (Dir. Cut)

TVC / UK Cinema - My main aim with this piece was to try and authentically capture that 'Pokémon Feeling'. I set out with the aim of capturing as many genuine reactions as possible and a lot of effort went into choosing the right kids and ensuring the best results on the day. We shot in their actual homes which further added to the 'real' feel.

Kids Commercial Director | Pokemon 'That Feeling' | authentic performances

DaaS for Apple

We had a lot of fun with this film - working with 2 great actors to turn what could have been a simple piece of dry information, into something much more engaging and enjoyable to watch. Working with Art Director Miles Roberts to turn a derelict 70s office into something more vibrant and Stylist Beth Rivett to get the clothes working in the same palette was an enjoyable challenge.

Twist & Click

This film for Tommee Tippee was cast using real pregnant Mums which added a few extra layers to the challenge. I managed to cast some great natural talent who were all able to empathise with the various scenarios.

RNLI – Float to Live

This is one of three films I made for the RNLI via LadBible. Shot in an underwater tank, the aim of this film was to find a way to get across the important message of 'Float to Live'. It was designed specifically to appeal to the LadBible audience, using an attention grabbing starting frame and a reverse stortytelling technique to add surprise and keep the audience watching. This video had over 2m views on the first day and together, the 3 films formed the most successful branded content campaign LadBible had ever had.

We Choose the Safest Way

Shot across 4 very different countries, this film was made for Arcelor Mittal to launch their world safety day. For the employees of Arcelor Mittal, safety is a number one priority. So the challenge in making this film was to find an original way to convey that message. One that would stand out and have an impact. A carefully written script and a simple storytelling device encouraged the participants to emotionally engage with the message. The end result is this simple, but powerful film, which won Gold at Cannes.

Little Helpers

The brief for this was to showcase kids' amazing creativity and to create a film that had moments of warmth and charm. A lot of work went into the casting process up front to find the perfect combination of parents and children. Shot in one day, with animals, kids and a life-size rabbit - this spot had it all...

Dukes Bar

Legendary bartender Alessandro Palazzi of Dukes Bar in Mayfair explains how he makes the perfect martini with The Botanist Gin. Spending the day with Alessandro was a real pleasure. This film captures the style of Duke's Bar and Alessandro's character, but with some great visuals of the drinks and the bottle, The Botanist Gin is the real star.

Farzana – Why I Got a Credit Card

Farzana, a mother of five, tells us why she applied for her first credit card. The brief for this series of films was to get authentic, natural performances from real Barclaycard customers. This influenced all of my choices regarding shooting style and approach, but most important was the management of the interviewee, ensuring she was comfortable and relaxed. The result is a very genuine portrait.

Real customer advert | Barclaycard 'Farzana' | documentary portrait

Joe Shaw | Commercial & Documentary Director