The viewer is confronted with a series of highly stylised, boldly-hued vignettes that feature props and characters that rhyme with the brand, Deezer, before resolving on the end card.

The casting for ‘This is Deezer’ had to be reflective of the challenger positioning of the brand. Rather than flawless and aspirational, we wanted to be human and quirky.

To stand out visually, we also wanted to achieve a visual juxtaposition between characters that was striking and slightly awkward. Personality dynamic was key.

We cast the net far and wide to find our limited, but highly characterful and unique actors. We wanted to avoid mainstream actors and model-types, instead focusing on background extras casting companies and street casting. Casting agents were told to send us people who ‘didn’t usually fit the bill’, including ‘Crowd Pleaser’ Mohammed Ali who had no scripted role but impressed at audition.

Our final casting decisions opted for inexperienced but enigmatic talent to achieve natural, quirky and human comedic moments that set the brand apart.