Creative Approach

To ensure authenticity and relatability, we developed a visual style that felt natural, friendly, and in line with Countdown’s brand. Fresh Own Brand groceries were used as props, styled in either Countdown-branded reusable bags or paper bags to avoid third-party branding. The locker sequence was treated like a visual guide, with clean compositions to make each step intuitive, while in-store scenes were designed to reflect real, everyday customer experiences.

Production Delivery

We led the end-to-end production, managing casting, location sourcing, art direction, and styling. Imagery was captured in both portrait and landscape formats to allow for use across digital, social, and print channels. We also included wide-format shots with clear safe zones, suitable for web banners and homepage headers. Post-production included minor clean-up such as removing branding or licence plates where required, ensuring the final images were polished and versatile.

Outcome

The completed shoot resulted in a cohesive and versatile visual library now used across Countdown’s customer-facing platforms. A range of imagery from the shoot was featured on a dedicated eLockers landing page on the Countdown website, helping to guide customers through the process visually. Overall, the assets effectively showcase the simplicity of Countdown’s Pick Up services and support the online-to-offline shopping journey with clarity, warmth, and consistency.