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2025 UK Young Lions Cannes Competition
As part of the 2025 UK Young Lions Cannes Competition, I teamed up with a colleague from Sky Creative to take on the challenge of delivering a compelling up to 60-second film in just 48 hours.
The brief focused on helping MBC, a business training program specializing in Pitching and Media Planning, broaden its audience and boost brand awareness. Through sharp storytelling and strategic execution, our film stood out among the competition, earning the highest rating from the panel of judges and ultimately winning the UK competition.
Our objective for this film was to showcase pitching and preparation - some of the most vital and transformative skills that MBC provides - while building awareness for the course with a different and modern twist. MBC isn’t positioned as just another training course, it’s a pivotal moment in one’s career, a rite of passage for media practitioners ready to build foundations for their next step.
The Proposal refers to one of the biggest pitches of a lifetime. A moment of persuasion and commitment, where preparation meets pressure and the right delivery secures the future. The film mirrors that experience. The nerves, the meticulous planning, the weight of getting it right. The transition from nervousness to confidence. The moment of truth. By using a proposal as a metaphor, we frame MBC as a career-defining milestone—where ambition, skills, and preparation come together.
By grounding the story in familiar emotions, the film doesn’t introduce MBC - it immerses viewers in its values, and intrigues them to want to learn more. Our audience needs to recognize themselves in this moment. They’ve built experience, honed their craft, and they’re ready to step into their full potential by learning from others. This relatable scenario isn’t just applicable for the media industry, but for everyone that wants to master the essentials of this field. The emotions of preparing for a pitch are similar to preparing for a proposal. The stakes feel personal, it’s about committing and securing lasting success.
The structure of the film also mirrors the rhythm of a pitch itself:
The Hook: A high-stakes personal decision.
The Build: The unseen work, quiet rehearsal, and preparation.
The Reveal: Not a love proposal, but a strategic pitch.
Because in the media industry, just like in life, the most important opportunities don’t just happen.
They're pitched.
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