Mackie’s Of Scotland - National TVC
The brief
Mackie’s is a well-established Scottish ice cream brand, recognised for its use of real dairy cream and its “Making Simple Delicious” positioning. The brief focused on launching the brand’s first TV advert in England, supporting market expansion in the East Anglia region. The film needed to feel premium, emotionally grounded, and authentic, appealing to an affluent female audience aged 25+, while preserving the brand’s understated tone.
My role - Creative Producer and Assistant Director
I worked across the full lifecycle of the project, combining creative development and end-to-end production management with an on-set assistant director role. My responsibilities covered concept development, scripting, casting coordination, scheduling, crew and location management, post-production oversight, and broadcast delivery.
Creative development
I was the central role in shaping the creative direction from the outset. Working from the “Making Simple Delicious” strapline and Mackie’s brand values, I helped develop a concept rooted in everyday, emotionally recognisable moments rather than overt product messaging. The idea focused on how Mackie’s naturally appears in moments of comfort, celebration, and quiet indulgence, from dinner parties and summer BBQs to personal rituals at home. This approach allowed the brand to feel present and relatable, with the product integrated organically into real-life scenarios. I supported the development of the storyboard and voiceover script, ensuring narrative clarity, tonal consistency, and alignment with broadcast requirements.
Production and on-set role
I ran all pre-production planning, including casting, location sourcing, crew coordination, scheduling, and production documentation. The shoot took place over a single day at a residential location in Putney, London, with a crew of 15 and high-end kit including an ARRI ALEXA and Cooke lenses.
On set, I operated as Assistant Director, working closely with the Director to keep the day on schedule and the production running smoothly. My responsibilities included:
Managing timekeeping and shot progression to ensure schedule adherence
Coordinating crew movements and departmental handovers
Acting as the main point of contact for the location owner, managing access, expectations, and practical issues
Supporting cast flow and performance continuity between setups
This role allowed the Director to stay focused on creative execution, while I maintained operational control across the shoot.
Post-production and delivery
I guided post-production through the edit, sound, and final delivery, ensuring the creative intent carried through to the finished film. Particular attention was given to sound design, layering subtle environmental soundscapes to enhance emotional context without overwhelming the visuals. I also supported the Clearcast approval process and ensured the final delivery met all technical requirements for broadcast on ITV.
Outcome
The final advert delivered a warm, cinematic, semi-observational tone that reflected genuine moments of enjoyment and connection. Mackie’s was highly satisfied with the campaign, which successfully marked the brand’s expansion into TV advertising in England, building on its established success in Scotland.
