Powered by You
Proof that organised chaos is still technically organised.
What?
Powered by You is a series of eight short films about what happens when hospitality gets going. The clatter of kitchens, the bustle of bars, the organised chaos of a busy service, and all the bloody glory of it.
Each film steps inside a different venue to capture the people and atmosphere that make it tick, with Lightspeed keeping things moving in the engine room.
Powered by You later expanded into Quebec, where I developed the creative approach and copy for the new executions, adapting the campaign for a different audience while retaining the thinking that made the original series work. The resulting copy was also translated into French.
Why?
I developed Powered by You as the creative thread running through the campaign with the simple idea that while Lightspeed enables hospitality businesses to do what they do, the credit belongs to the people actually doing it.
The challenge was consistency without repetition. Eight different venues needed to feel like part of the same campaign, without being forced into the same film eight times.
I developed the hero message, supporting taglines and visual cues for each video, then worked with Art Director Rebecca Dwyer to turn that creative framework into a cohesive visual direction.
The result was a campaign with a recognisable identity but with enough flexibility to let each venue be itself.
Who?
Creative Concept & Copywriting: Graeme Alexander
Art direction: Rebecca Dwyer (Lightspeed Commerce)
Production: Front of House
Featuring: Gelato Messina | Shady Pines Saloon | Harry’s Cafe de Wheels | Barons | Johnny Gio’s | Sonoma Bakery | Epula | Attenzione!