We completely scripted and maintained directorial oversight of the story arc: the main character’s quest to become the new HE spokesperson. The seven minutes of programme content featured the characters in constant and active interaction with the brand, the new HE spokesperson as guest star, and customised scenery featuring HE’s new creative. An unprecedented branded entertainment coup, we embedded the inaugural airing of the new HE TV commercial as the climactic feature of the storyline.

Our seven minutes of programme content effectively branded the entire 30-minute programme. The episode was voted “fan favourite,” re-running four times vs the usual two the network allows. The execution garnered extensive press – and the buzz continued months after the premiere, spilling over onto online message boards and fan sites.