Engaging the services of a local creative agency, I embarked on a mission to simplify the message surrounding AncestryDNA. Recognising the complexity and a general lack of understanding among potential users, we crafted engaging video content, collaborating with the Sydney Swans and Bronte Nippers and others, to humanise the product and infuse fun and entertainment into the narrative.

My role involved concept development, location and talent sourcing in collaboration with a local film producer, coordinating the entire DNA testing process, overseeing shoot day logistics, and managing the post-production phase.

The edited clips were versatile, deployed across owned and paid channels to deepen the connection with our local target audience and drive AncestryDNA kit sales.