A TV and cinema commercial for Transport for Greater Manchester that brings to life the magic of summer.
Challenge
Transport for Greater Manchester wanted a flagship summer campaign that would encourage families to swap the car for the Bee Network. The brief called for something that felt joyful, magical and unmistakably Mancunian, while showcasing real destinations, real people and the experience of travelling by tram and bus. The challenge was to create a campaign with broad family appeal that could work across TV, cinema, social media and out-of-home.
Solution
As Creative Director, I developed a mixed-media approach that blended live action with playful illustration and animation, creating a colourful world that came to life as the family's journey began. We designed a cast of quirky characters and established a visual language that could extend far beyond the film itself. Alongside directing the animation, I led the creative vision across production, ensuring the live action, animation and campaign design worked together as a single, cohesive experience.
Result
The campaign launched across TV, cinemas, social channels and outdoor advertising, introducing a fresh creative direction for the Bee Network. By combining the authenticity of live action with the warmth and humour of animation, the work celebrated both the destinations and the journey itself, creating a distinctive campaign that could connect with families while providing a flexible visual system for future communications.
