The Beginner
Award: Wood Pencil
Wood Pencil / Direction / Short Form / 2023
Award: Shortlist
Shortlist / Film / Social Commercials Over 30 Seconds
John Lewis & Partners' Christmas advert told the story of a kind-hearted man who takes up skateboarding. Although he struggles initially, he never gives up. After a few weeks, he gets the hang of it. Later it becomes clear what his efforts have been for. The family have been preparing for the arrival of Ellie, their new foster daughter who skateboards. The man had been trying to find common ground with her. The concept was based on the insight that foster families are often given information to help them to connect with their new foster child, such as their hobbies.