Description
The objective of this film was to reinforce Cadbury Silk’s positioning as the most heartfelt way to express love during Valentine’s Day, while making the brand culturally relevant to a generation (specifically Gen Z) that are increasingly relying on AI for communication in their relationships. The editing made the storytelling feel fluid and natural, capturing the performances and the emotions while maintaining a pace for the film that was youthful and evocative and in keeping with the brand’s ethos and messaging. This approach to the edit helped elevate the vitality of the brand through a style that resonated with the audience.
