This film for Veg Power is a privately funded initiative to encourage children to eat more vegetables. Particularly in lower income families, children are eating less than half their recommended nutritional intake, so this film aims to make eating vegetables fun rather than a chore. The commercial, which was also supported by ITV, was aired alongside a media drive to raise awareness of how important eating vegetables is for kids. The decision was made to bring to life actual vegetables that kids see on their plates, rather than create animated veg that they may not connect to in the same way. Celebrity chef Hugh Fearnley-Whittingstall was a key supporter of the initiative, as was Jamie Oliver. The commercial itself was discussed on News channels and celebrated for its success in really speaking to its audience.

The challenge I was faced on this brilliant script was creating the experience of watching of a multi-genre feature film into a 60 second spot! We always wanted this to be epic, cinematic and play with all different film styles - horror, thrillers, war epics and big action movies - but that it also had to be coherent and flow. We truly have a traditional movie 3 act structure here, so in my approach to not make it jarring I added moments like the sprout attack scene to bridge us into the battle scene and the big visual transitions like the sprout wipe and eye zoom to keep a continuous flow from one act into the other. From the outset I really felt that the more authentic, cinematic and real the movie styles where treated (as opposed to it being sketch show spoofs) the funnier and more effective this