While I was not the lead on the Moose soft rebrand, I played a crucial role throughout its development. Initially, my responsibilities included coordinating with ClearScore’s partner agencies, Aura and AndRising, to establish essential requirements and deliverables. These were necessary for adapting the TV spots to other touchpoints and integrating Moose into various aspects of the brand, such as the homepage, App Store, and marketing materials. The comprehensive shot list we developed included specifications for stills and guidelines on how the still photography should complement the TV spots.

Given our strategic decision to conduct a single shoot for the upcoming two years, extensive planning was essential to optimise resources and budget. Post-shoot, I contributed to the creative ideation process, helping to define the visual and experiential guidelines for Moose’s presence within the ClearScore brand.

My role extended to producing all final assets beyond the TV spot, including digital ads, homepage sections, CRM modules, in-product teasers, and App Store screenshots. The objective for this first phase was to seamlessly integrate Moose into the ClearScore identity, ensuring that it resonated with our audience without alienating them.

Subsequently, I incorporated Moose into our campaign experiences, utilising AI to generate variations of Moose for thematic uses, such as the autumnal-themed September Exclusives campaign. This approach allowed us to maintain a dynamic and engaging presence across all user touchpoints, from TV to product.