Claire Baker

Claire Baker

Creative DirectorLondon, United Kingdom
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Connections
Pip Jamieson
Danielle Barry
Monty Verdi
Claire Baker

Claire Baker

Creative DirectorLondon, United Kingdom
Projects
  • Christmas Is Coming Together With Co-Op & Channel 4
    Christmas Is Coming Together With Co-Op & Channel 4
  • Mission Very Much Possible
    Mission Very Much Possible
Projects credited in
  • Anthony Nolan
    Anthony NolanNot just a new campaign, but a whole new brand platform
  • Continuity Bat
    Continuity Bat Cannes Lions 2017 Bronze Award for Excellence in Partnerships for Branded Content There was no danger of Drum producing a ‘difficult second album’ for Lego, despite the resounding success of ‘The Lego Ad Break’ campaign for The Lego Movie that preceded it in 2014. Warner once again briefed the agency to come up with something that would attract the attention of a broader audience to maximise the appeal of its latest movie release – The Lego Batman Movie. Once again, Drum rose to the challenge with a bold, relevant and disruptive approach that was fully integrated into pop-culture and made Batman as relevant to film lovers in their 30s and 40s as it is to kids. In another media first, Drum worked with Channel 4, which was chosen for its irreverence, and let an animated Lego Batman take over the continuity announcements in between programmes. Will Arnett, the Batman actor for the movie, reprised his role to interrupt the continuity announcements and deliver a series of witty and relevant scripts with animation created by the same team that worked on the film. By working closely with Channel 4 to get advance warning of the schedule, Lego Batman referenced specific shows while Channel 4’s official continuity announcer also responded to Batman’s comments in a few breaks.
  • Christmas is Coming Together
    Christmas is Coming Together Co-op put “togetherness” at the heart of its Christmas campaign, which showcased its continuing focus on local communities. It did this by bringing together diverse musical groups from across the UK to sing the Blur classic ‘Tender’ for their Christmas TVC. Drum’s challenge was to cut through at hugely competitive time of the year, with budgets dwarfed by their main supermarket competitors. A key component of this cut through was a partnership with Channel 4 that wonderfully amplified the concept of “Christmas is coming together”. Working with Channel 4, we developed an idea that had never been attempted before - weaving Co-op into the fabric of the channel’s schedule by having a selection of singers from the Co-op TV commercial come together and sing the introductions to some of Channel 4’s most iconic programmes (Crystal Maze, Gogglebox, Countdown and The Snowman) in the ad break of the shows, in their own unique style. We negotiated that any promos were moved so that the partnership spots sat directly next to the start of the programme, leading to a seamless viewer experience. In a wonderful build to the partnership, Channel 4’s continuity team got into the spirit of ‘togetherness’ by adding their own musical renditions whilst introducing the shows, straight after the Co-op choir. The partnership (which brought together an incredible 13 different stakeholders) resulted in a ‘first of its kind’ Christmas partnership that embodied the ‘Christmas is coming together’ message.
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Work history
    Drum logo
    Drum logo
    Creative DirectorDrum
    London, United KingdomFull Time
Skills
  • Copwriting
  • Concept Creating
  • Creative Direction
Education
    W
    W
    Postgraduate Marketing and Advertising DiplomaWatford college
     - Watford, United Kingdom
    C
    C
    BA hons Public ArtChelsea College of Art (UAL)
     - London, United Kingdom