Content production & ManagementBuilding McArthurGlen's creative F&B identity
XR pilot shoot, setting a new standard for brand and campaign video production across every centre.
BudgetPerson shoot24
£50,000
2,500+
10
Possible localisable video outputsUnique still & video asssetsThe challengeOne recognisable F&B identity for 21 centres
McArthurGlen runs its campaign content on a centralised model where head office sets the guidelines, and every region and centre localises from there. Food and beverage content hadn't kept pace. It was still being produced regionally and locally, with no shared visual standard.
The challenge was producing F&B content that felt unmistakably on-brand without sacrificing local relevance; leveraging head office budget, resources, and specialist talent to reach a level of quality no single region could produce alone.
My contributionPitching and delivering McArthurGlen's first XR shoot
As Group Content Manager, I came up with the concept and strategy for a unified F&B brand identity covering set and prop design, model usage, camera angles, lighting, tempo, and sound/music. I then pitched it and secured approval from senior stakeholders across the business.
To maintain the high standards that McArthurGlen commands while still depicting F&B in-centre, I proposed XR video production - the first time McArthurGlen had used the technique for a brand or campaign shoot. Background footage shot in-centre was layered into the XR studio setup, so food could be produced under studio conditions and stay visually consistent with the stills.
Getting there took 6 months of comprehensive research and development, which I managed start to finish working closely with internal design and production teams as well as external production crews. On the day, the shoot brought together 6 hand models, 2 food stylists, 2 prop stylists, a stills photographer and videographer with assistants, and a wider crew of runners and coordinators.
“Elena consistently demonstrated impressive creativity, strategic thinking, and an outstanding ability to manage content across multiple platforms. Her ability to craft compelling narratives, optimise content for SEO, and manage campaigns with precision made a significant impact across our platforms.”
Dan Willoughby
Head of Creative Services
McArthurGlen Group