This was a TVC pitch developed for Sunblest bread, with director duo Peter Livolsi and Martin Dix (known as Peter Martin), which centred around the concept of unexpected softness. The core idea focused on a tough Drill Sergeant whose demeanour dramatically shifts when he becomes captivated by the beauty of a butterfly during his lunch break.
My contributions
As part of The Sweetshop‘s in-house creative team, I contributed to the visual research and brainstorming for this pitch. This involved:
- Sourcing visual references to establish the look and feel of the TVC, particularly in relation to the contrasting styles inspired by Full Metal Jacket and The Thin Red Line.
- Assisting in brainstorming ideas to enhance the comedic elements of the spot.
Project impact
While the pitch was ultimately unsuccessful, it resulted in a strong treatment with a unique design and compelling imagery. The detailed exploration of the Sergeant’s character, the visual approach, and the comedic potential demonstrated a well-developed creative concept.
Treatment layout was by Howard Matil. Not all pages are attached below to respect intellectual property rights.
