Belonging is Everything

To help amplify The Co-op’s community values, I was brought on to direct and produce a brand TVC as part of their awareness campaign. Collaborating with poet Will Burns, we travelled across the Channel Islands, gathering real stories from local voices.
The result: Belonging is Everything — a 60-second and 30 second spot celebrating the power of community, shot entirely on location with members of the community.

Director / Producer: Stacey Yates
DOP: Simon Edwards
Poet/copy: Will Burns
Art director: Natasha Dettman

Post-production: Philip Smeulers (Amsterdam)
VO: Soho Voices (London) 
Music: Greenmount Studios (UK)

A TV commercial produced and directed on location across The Channel Islands for food retailer, The Cooperative Society. Produced as part of a broader campaign that celebrates The COOP’s long standing belief in the value of belonging.Being a part of something meaningful gives us all a sense of purpose, pride and belonging. It’s the reason The Coop put purpose before profit. Produced by an international crew spanning #TheChannelIslands, #London and #Amsterdam. Campaign | Belonging is Everything Client | Channel Islands Co-operative | www.channelislands.coop Director | Stacey Yates | www.staceyyates.com Production | Stacey Yates Copy and poetry | Will Burns www.willburns.co.uk Director of Photography | Simon Edwards www.srefilms.net Art Direction | Natasha Dettman Post Production Editor | Philip Smeulers Post Production Colourist | George Balaton www.georgebalatoni.com/ Post Production House | Darlings Music | 10A Music | www.10amusic.com Sound | Audentity | www.audentity.nl

UK TVC | Belonging is Everything - 60s

A TV commercial produced and directed on location across The Channel Islands for food retailer, The Cooperative Society. Produced as part of a broader campaign that celebrates The COOP’s long standing belief in the value of belonging.Being a part of something meaningful gives us all a sense of purpose, pride and belonging. It’s the reason The Coop put purpose before profit. Produced by an international crew spanning #TheChannelIslands, #London and #Amsterdam. Campaign | Belonging is Everything Client | Channel Islands Co-operative | www.channelislands.coop Director | Stacey Yates | www.staceyyates.com Production | Stacey Yates Copy and poetry | Will Burns www.willburns.co.uk Director of Photography | Simon Edwards www.srefilms.net Art Direction | Natasha Dettman Post Production Editor | Philip Smeulers Post Production Colourist | George Balaton www.georgebalatoni.com/ Post Production House | Darlings Music | 10A Music | www.10amusic.com Sound | Audentity | www.audentity.nl

UK TVC | Belonging is Everything - 30s

Creating Community

In collaboration with Arts organisation, Public and Private, The Co-op invited me to document a community-driven ‘percentage for art’ project tied to the launch of its new store in the Channel Islands. With a small production team, I interviewed the children, architects, and artists who helped transform a local supermarket into a vibrant public art space — capturing their contributions and reflections on the process. The final film, Creating Community, was featured on-site, on socials and included as part of an IDG Awards entry.

 

→

←