Three days on set for a summer camp campaign

Situation

Kingsway needed a full marketing campaign for international parent conferences. Prospective families overseas were deciding whether to send their kids somewhere they had never visited, and the campaign had to convince parents their children would be safe and show them exactly what a day at camp looked like.

What I did

I owned the strategy behind the campaign: it needed to answer what parents were actually worried about, safety, supervision, what their kids would be doing, not just look good. I wrote the concepts and scripts around that, then spent three days on site directing the shoot, capturing children, teenagers and teachers alongside the activities and campus facilities that show families exactly what their kids would experience.

Getting that footage also meant coordinating a videographer, a drone operator and a photographer across the three days, so the right people were in the right place while the story stayed on track.

Result

The campaign was delivered on time and presented at parent conferences abroad, giving Kingsway a way to reassure international families and show them the camp experience before they ever set foot on campus.