Big Green Egg · Europe 27+Client space
Client
Agency
Creative direction · Amber Eekhout & Iris Buddingh’
Gather around
greatness
A working farm estate, real food, real people, and a camera that behaves like a guest rather than a crew. Amber’s deliverables list governs what gets produced.
Source documents · authored by the agency and the client
Iris’s brief and look & feel
Creative direction comes from Propaganda. Everything else is read against these.
Creative Briefing Photography — V1 · Iris, 13 August. The working version, agreed on
the last video call. V2 is more directed and is not in use.
Open the source-documents folder →
Look & feel · Iris. “For 2027 it should be rawer, rougher and cooler. Less commercial.
More real.” Reference set: Big Green Summer 2026 on Bynder.
Open the source-documents folder →
Briefing shoot 2027 · Amber, 22 June. The original scope.
Open the document →
Director’s treatment
Three constellations — a Neighborhood Prod. proposal, adapted from Iris’s documents and mapped to the documented personas. Ours to defend, yours to change.
C1 · Tuesday evening
Host & group
Eight to ten people around one long table on the willow lawn; the host works the EGG while the party builds around it. The campaign’s hero situation. Emotion: welcome.
Persona — Niklas 2.0, “The Performance Enthusiast”, early 40s; Thomas, “The Passionate Craftsman” from the pitmaster side. For the sign-off call: large groups are 20% of documented occasions, 52.9% cook for 3–5 — this table is the aspirational end.
C2 · Wednesday, daylight to sunset
Family
Three generations — grandparents, parents, a teenager (10–16) and a younger child (6–10), cast from the team’s friend groups. Modern wooden wall, dappled shade. Emotion: succession. Ends at sunset.
Persona — Philippe & Claire, “The Family Quality Anchors”, late 40s. There is no standalone family persona: C2 and C3 are the same couple at two moments. Worth naming on the call.
C3 · Tuesday morning
Couple
Two people, one EGG, no audience, at the vineyard edge. The quietest set-up, and the one carrying the product detail work. Emotion: ease. Also the master grade reference.
Persona — Philippe & Claire without the children. Social life centred on their partner (87%); travel Alpine or Mediterranean — what the vineyard edge stands in for.
Moodboards
One live Pinterest board per constellation. They sit under Iris’s look & feel and the Bynder set — they do not replace them.
Storylines
Six sequences per constellation. Each 8–15 s, with a social hook, a named emotion, and product or engagement inside three seconds.
Examples
2.3 — The corner. A child rounds the corner on a bike and the dinner table comes into view. Hook: arrival. Emotion: belonging. Product in frame at 0:02.
2.5 — The shoulder. A grandfather puts a hand on his son’s shoulder at the EGG. No dialogue. Emotion: succession.
2.6 — The look. A grandmother and a daughter-in-law exchange a look of acceptance across the table.
3.2 — The vineyard. Two women with wine walk the vineyard rows, leaning into each other.
1.6 — After. Iris’s idea — the empty table after a great party. Last frame of the campaign.
Media deployment strategy
Every deliverable is cut for a named place in the funnel and a named format.
Fewer people at every step, so the assets get more specific — wide and wordless at the start, exact and product-led at the end. That is why the package is weighted the way it is.
Awareness · top of funnel
Teasers & the campaign film
Teasers — 3 × 6 s, cut from the campaign film before it launches. No product explanation, one image and one line. 9:16 for Instagram Reels, TikTok and YouTube Shorts; 1:1 for in-feed.
Campaign film — 20–30 s. 16:9 for YouTube pre-roll, the website hero and dealer screens; a 9:16 version for Shorts and Stories.
Consideration · mid funnel
The nine short-form videos
15 s, 9:16, from the 18 sequences. Product-focused (3), accessories-focused (3), lifestyle-focused (3). Instagram Reels, TikTok, YouTube Shorts, Pinterest Idea Pins. The lifestyle three double as paid in 1:1.
Conversion · lower funnel
Product stills
Min. 100 product images, pre-graded. Web PDP, dealer catalogues, marketplace listings, paid social statics (1:1 and 4:5). Hero shots carry the detail crops.
Loyalty · after the sale
Material edits & BTS
The RAW and BTS material edits (16:9 and 9:16, 10–15 min) feed newsletters, the owner community and next year’s always-on cutdowns. Delivered 13 November with the raw archive.
Across the funnel · not a stage
Print & trade
Trade press and the dealer brochure work at awareness; in-store POS works at conversion. Same assets, different placement — which is why print sits outside the four stages.
Trade press, the dealer brochure and in-store POS need full-resolution unsuppressed stills — CMYK-convertible, 300 dpi at final size, with head- and foot-room left in frame for the crop. The photographer shoots the hero setups wide enough for a portrait and a landscape print crop from the same frame; that is a capture decision, not a post one, so it goes on the shot list.
Where to read the full set
All 18 sequences, the 54 storyboard frames and the master shot list are in the 01 Creative & Storyboards and in 15 Asset List & Deliverables.