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Dementia devastates lives. In the UK, someone develops dementia every three minutes, and there is currently no cure. By hosting a Cupcake Day with workmates, friends or family, supporters can raise vital funds that will mean one day we can find a cure.



Mass participation events are becoming more and more popular in efforts to raise funds for charity. I worked with a talented team to create a TV advert to promote Alzheimer's Society's new 'Cupcake Day' event. After winning the pitch, we tested three creative routes with audiences to discover which idea to develop. We took forward our concept of Togetherness, that shows anyone can participate in cupcake day, from the star bakers to the cheeky fakers. The advert aired during Bake Off: The Professionals, Cake Wars, Extreme Cakemakers, on C4, Sky 1, E4, just to name a few.

Client: Alzheimer's Society

role: Art Director and
Photoshoot director

team: Anna Tozer & Isobel Boyce

Production Company:
My Accomplice

directors: Mathy & Fran



We wanted to convey a sense of togetherness that will make the audience feel included, but in a less traditional form. To do this we created an advert that plays on the relatable task of attempting to bring bakes into work without an accident! Our characters expressed the key motive that, no matter how you 'make' your bakes or how you get them there, do it for cupcake day. Do it to beat dementia.

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We created many initial ideas, refined these continuously and after development had 3 adverts that went into research. The storyboard below shows the winning concept.


initial treatment

Working closely with My Accomplice and Directors, Fran and Mathy, myself and a small team developed a treatment for the advert.

Cupcake process3.jpg


We searched for actors who expressed individuality not only in their look, but their mannerisms and expressions, to create an advert full of diversity.

Cupcake process4.jpg
Cupcake process4.jpg


It was important that the locations weren't too unrealistic, but expressed a hyperreal tone that created excitement and energy.

Cupcake process.jpg
Cupcake process.jpg


The hyperreal tone also fed into wardrobe, where we wanted pops of colour to bring out the energy of the event, while still being relatable to our audience.

Cupcake process2.jpg

shots from the day

I art directed the shoot that ran alongside filming. The photos were then used across further fundraising materials in print and online.

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