One Campaign, Hundreds of Uses
Client: Fresh
Editor & Campaign Adaptation: Nathan Byrne
Post-Production: MOSS
Deliverables: Social, retail, billboards, in-store displays and travel retail
A campaign film may begin with a single master, but it rarely ends there. Fresh’s international campaigns must work across markets, retailers, screen formats and physical environments, each with different requirements for duration, orientation, composition and messaging.
MOSS maintains organized libraries of Fresh campaign footage, making it possible to return to the strongest material and create new assets without requiring another production. Nathan Byrne edits each adaptation, identifying the most useful shots and determining how the original storytelling can translate into each new format.
This work goes beyond mechanically cropping a finished film. Compositions are reconsidered, shots are reframed, pacing is adjusted and product or messaging priorities are adapted for the intended screen. A horizontal campaign film may need to become vertical social content, an in-store display, a digital billboard or a travel retail asset while still feeling intentional.
For Fresh, this approach has produced hundreds of campaign versions from core films and footage libraries, extending the usefulness and value of each production across channels and markets.
