Matt Gay Interview(s)
In a few words, tell us about your role in the creation of "#ChristmasTogether"
I wrote the script and art directed the commercial.
What was the original brief for this campaign?
A Christmas campaign that conveyed the qualities and values of the brand - that uncompromisingly good quality food brings people together at Christmas.
What inspired you to approach the campaign this way?
I have always loved the classic Stella commercials – wonderfully told stories that have the product right at the heart. I wanted to write a story where the Waitrose food was the hero, rather than writing a nice story where the product was tagged on at the end. Waitrose sell the best food, so it’s the perfect fit for the most important meal of the year.
What was the biggest challenge you faced during the process?
Ironically the only challenge was the weather! On one of the days we were held up because it was too sunny. The sun was causing harsh shadows which can cause problems in creating the snow in post.
What did you learn from the experience?
This was the first time I had worked with Martin De Thurah and I learned a lot just watching him. He thinks beyond the storyboard which freed us up to find and capture moments we would have otherwise missed. I loved the way he directed the cast and scenes, as well as his approach to story-telling. It was very inspiring.
What’s a “behind the scenes” story that only you know about?
The interior of the pub was shot at the Green Dragon Inn in Yorkshire. On the grounds is the Hardraw Force waterfall, which was used as a location for Kevin’s Costner’s Robin Hood movie. Though, obviously that’s a story the whole crew knew about too!
What is your favorite holiday campaign of all time?
I’m obviously biased towards the John Lewis work! If I had to pick something from outside of the agency, it would be the “Spare the Act” campaign for Curry’s. A brilliant idea and insight that’s been wonderfully written and flawlessly executed.
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