A quietly funny recruitment campaign for ASDA Opticians
Here at An Honest Day’s Work, we like to keep things simple – if someone says “supermarkets,” “inanimate objects,” and “dry humour,” we just nod and get on with it.
In collaboration with the brilliant team at Paradigm Creative and director Adam Nabarro-Steel, we sketched out the visual direction and brought the concept to life on paper – helping set the tone before cameras rolled.
Client
Asda opticians
Services
CREATIVE DIRECTION / STORYBOARDING / COPYWRITING
Year
2025
Overview
ASDA Opticians wanted to recruit new optometrists in a way that felt honest, human, and quietly funny – a campaign that spoke to the people behind the lenses rather than the job title itself.
We helped shape the direction of the work – from storyboards to scripts – leaning into sharp writing, dry humour, and everyday truths about life in the chair.
Tactics
Working with Paradigm Creative and director Adam Nabarro-Steel, we developed a set of storyboards and scripts that turned small, relatable moments into witty reflections on the optometrist’s world.
Every line and frame (pun intended) was designed to make the audience think, “That’s exactly what it’s like.”
- Crafted storyboards to define tone, rhythm, and delivery
- Developed campaign copy rooted in dry, self-aware humour
- Supported Paradigm through pre-production to maintain clarity and consistency
HONEST Results
No client amends. Honest.
The campaign landed exactly as intended – smart, understated, and unmistakably ASDA.
Our boards helped guide production and captured the tone perfectly from first sketch to final cut.
