Who needs a recording studio or a camera rig when you have a cardboard box and a plank of wood?
Doritos wanted to pioneer the first user-generated adverts by getting young people to make films inspired by tortilla chips. They didn’t know how to kick-start the project but knew they needed to grab a young filmmaking audience quickly. We decided to challenge this audience with the idea that it doesn't need to cost a packet to make a good ad. With that in mind, we created Free Play, a guide to making ads for next to no money.
Working with the influential illustrator Mr Bingo, we created a series of mini-tutorials on zero-budget filmmaking, with subjects including the construction of a dubbing studio from cardboard boxes, the making of green screens for special effects, and a guide to mastering the tracking shot using just a plank of wood.
The guide was given to students as assignments on creative media courses at universities throughout the UK. It became a magnet for thousands of visitors to the Doritos website, with over 150 films submitted before their ad had even aired.