Breaking News

The Concept

The idea was exciting for us as we thought it would really cut through.

What if the local pharmacists was using underhand tactics to get more business?

We wanted it feel real:

• Do the cops catch him?
• Is it body cam footage?
• What about the voice over?

By getting clear on the concept we could maximise the impact.

Creative Direction

The tone needed to feel natural and unscripted.

We avoided overacting and leaned into:

• As real as possible language and reactions
• Professional news voice over

The result is a video that feels authentic, exciting and genuinely funny.

Production Approach

To keep it feeling real, the production was intentionally simple.

• Twilight shoot to keep light even.
• Light structure, not heavy scripting
• Captured footage first, built voice over after

Multiple takes were done to give us plenty of authentic moments to pull from.

The Outcome

The finished piece does more than get a laugh. It produced half a million views organically on Instagram, Facebook and TikTok while also being used as an ad during the summer months.

It positions Ben and MyPharmacy as:

• Local and likeable
• Confident enough to not take themselves too seriously
• Willing to communicate differently

It’s memorable. It’s shareable. And most importantly, it puts them on the map.

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