To create a piece of engaging BTS content that would promote season two of the comedy, Juice.
Juice, was star and creator of the show, Mawaan Rizwan’s, trippy, comic joyride through chaotic family life and a literal stumble through love with partner, sensible therapist boyfriend, Guy. It was a comedy that delved frequently into the wierd and wonderful world of character Jamma's inner psyche.
We wanted a featurette that would not only tease the audience with a taste of his brilliant surealist comedy, but also draw attention to the incredible craft and high production values that went into bringing something so fantastical to life. A piece that would delight existing fans while continuing to build the audience.
It became clear that to create content that truly reflected this show's style, creativity and playfulness, and to demonstrate how different it was to other comedies, a standard sit-down BTS interview was not going to cut it.
With Mawaan himself having a loyal following on social and and engaged insta account, it seemed obvious to use the channel to leverage reach and collabing with its publishing home, BBC Three.
We therefore needed a format that would feel authentic to both channels. Given the extraordinary set design we proposed a tour with a difference! As Mawaan guided us through the incredible craft, giving us snippets & revelations about the other actors & Mawaan’s relationship with them (content we knew would really feed his fanbase) we (the camera) also actively participated and interacted with him.
Using props from the show - we played around in a way that became almost surreal in itself, becoming natural and authentic extension of the show.
This was one of the shows top performing assets, with nearly 100k views (well above the average for the account) and over 1k engagements.
It didn’t just gain positive sentiment for Mawaan, but comments picked up on the production values and delighted in the surrealness.
In total we landed a BTS/featurette that didn't just 'lift the curtain' but mirrored the shows intentions and vibes.
