• Bryce Groves
  • riccardo sai

'The toast of Britain' was a speculative TV Commercial concept, made in collaboration with director Riccardo Sai for both our portfolios – and a great learning curve in the logistics and limitations of shooting a commercial yourself instead of with a big budget and big team. My thinking was that bread commercials always seem to focus on sandwiches, but making toast is actually a more iconic and culturally distinct way of using bread. So this ad celebrates how young and old, rich and poor all eat toast. For a 30 second ad, we jammed in a stack of tactile, visual, and cultural insights.