B&Q is the UK’s leading DIY retailer. Well known and loved in Britain, but as other players move into the market, it’s important that they continue to be the preferred choice by the market.

The main challenge was to continue to grow brand preference, and do so by reminding the nation that B&Q empower them to improve their homes however they require. Bringing back B&Q’s historic slogan “You can do it” and loading it with emotion and importance.

This script is a tapestry of different emotions, so we employed a range of filmmaking tools to capture them. A kaleidoscopic, collage effect, capturing the range of different cast that are encountering, and overcoming, the same problem.

There are two main worlds — the real world of DIY, and the world of the visually heightened.

We reflected the real world with a grounded cinematic approach. Raw truth not slick ad style. Intimate, raw camerawork that takes us into the emotional states of our characters.

As the film progresses we increasingly used techniques like time-ramping, interesting compositions, surreal lighting, and unusual lens choices and filters to escalate the tension.