A creative challenge

Strict limitations often allow you to think more creatively about the task in front of you. This was certainly the case when McCann Melbourne asked me to help tell the brand story of Life - Space, leaders in the world of probiotics, using only stock images. Anyone who has spent time looking through stock libraries knows can be a daunting task.

From four different treatments, we picked ‘The circle of Life’, which utilised circular imagery wherever possible to visually illustrate the life cycle and create a strong thematic through line that kept the idea grounded.

Regardless of the tight boundaries we were working within, the quality of the end video is something that I was really pleased with. It may be stock footage, sourced from all over the world but as a singular story it really works.