New rules. New cars. A full reset. With so many new unknowns, the season was already beginning with a sense of anticipation.

The challenge was figuring out how to capture that feeling in our campaign. What was the hook?

That split second before lights out, where tension peaks and anything could happen. Close. Intimate. Impossible to ignore. Focused on the eyes of the drivers front and centre: every flicker of emotion before it all begins. Hamilton. Verstappen. Norris. Russell. The hook wasn’t what changed, but the moment before it all began.

Shot through a mix of bespoke footage and CGI, the work brought audiences as close as possible to the grid.

A season launch built on tension. Turning the sport’s biggest unknown into its biggest moment.

How do you launch a campaign for one of the world’s most recognised comedy formats for a UK audience without it feeling imported?

Saturday Night Live has been a cultural institution in the US for more than 50 years, so we knew that for it to succeed here, it couldn’t just be a clone of the American version. It had to feel unmistakably British.

Every element of the show is rooted in the UK. From the comedians and musical guests to the cultural references, political satire, and uniquely British point of view.


Our ambition was to create a campaign that genuinely reflected British culture. Not by imitating it or exaggerating it, but by capturing it in an authentic, grounded way that audiences across the UK could instantly recognise and relate to.

The results spoke for themselves:

345K new followers.
209 million social views.

Fast moving. Cheeky. Reactive. Built to spark conversation across social, press, and broadcast from the ground up, touching on moments happening in real time.

Nutmeg, mistletoe… settling down to watch a favourite film. From nostalgic classics to the latest blockbuster hits, movies have a way of making Christmas feel that little bit more special.

Our challenge was to turn that simple truth into a campaign, celebrating the stories, characters and shared moments that bring people together every festive season.

At the heart of the campaign was The Little Girl, a warm story inspired by the movie moments that stay with us. Supported by a roll-out across AV, social, digital, radio and out-of-home, the campaign celebrated the films, characters and moments that make Christmas, Christmas.

Because every great Christmas deserves a great movie.