Creative brief

Brothers Cider added two nostalgic flavours to their range: Rhubarb & Custard and Toffee Apple. CRXSS commissioned photographer/director Kelvin Murray to lead a fast-paced, characterful campaign celebrating these sweet shop-inspired releases. The brief was to deliver bold, colourful content that feels as fun as the flavours themselves, visual storytelling that’s social-first but brand-coherent.

Each flavour would be the hero of its own short film, captured on a tight schedule across two themed sets, the aesthetic: playful, surreal, and full of energy. The movie needed to punch through on social, distilling the high-gloss stills and larger-than-life production design into seconds of thumb-stopping motion.

Our approach

Little Shadow came on board for the editorial finish. With the footage handed over from a busy one-day shoot, our task was to shape two engaging social cuts that embraced the offbeat tone of Brothers Cider’s brand world.

We built rhythm and clarity into the cut, amplifying the playful energy captured on set. Quick transitions and stylised motion helped keep the tone bold and bright without overwhelming the narrative beats. We paid close attention to tempo—trimming moments for precision and movement—ensuring the cut was not just eye-catching but purposefully structured for the pace of social.

Colour and contrast were also enhanced in post to make the flavour associations pop: vibrant pinks and yellows for Rhubarb & Custard, reflecting the sugary palette of the sweet it references. Our editorial pass brought cohesion between the motion and the key visuals, aligning performance, pace, and palette to support the campaign’s tone.

The results

Two short films were delivered on time for launch across Brothers Cider’s social channels. The campaign brought a flavour-first brand world to life through striking stills and shareable motion, with the edit helping translate on-set fun into high-impact content for scroll-stopping digital engagement.