Dougal Etheridge

Advertising

I see advertising as a way to build strong connections with an audience through storytelling and the visual language of a brand. Every product or service carries a feeling, an aesthetic and an ethos. Good advertising taps into these unspoken themes with subtlety by showing rather than telling.

Audio TechnicaThis idea for this spec ad came about after filming some cinematic shots of an Audio Technica turntable. Just from this aimless shooting session and listening to countless LPs, we were inspired to capture the product and our interaction in the form of advertising, even with minimal budget.
We got planning and wanted to incorporate some form of narrative to make it feel relatable and to communicate the escape from digital to analogue. What started with a slow and jazzy beat quickly turned into something much more energetic and fast paced, which perfectly captured this theme of immersion.

My production roles:
Co-Producer, Camera Operator, Set Designer

Collaborators:
Girard Hicks, Thomas Jimmink, Charlotte Holland

GramicciThis spec ad for Gramicci aimed to reposition the outdoor wear brand within a streetwear context. Shot vertically for social media, the ad focuses on energy and movement with a particular focus on audio capture and sound design to enhance the urban soundscape. From planning to shooting and editing, the entire process was completed in a week and submitted to the Sony Cinematic Video & Audio Capture Competition.

My production roles:
Co-Producer, Camera Operator, Sound Designer
Collaborator:
Dale Armstrong

HubbardsA spec ad for Hubbards Granola that aimed to blend a vintage look with a bright and easy-going energy. Shot in-studio, this project was a great opportunity to experiment with camera angles, movement, and different lighting setups while maintaining a consistent look and feel.

My production roles:
Co-producer, Director of Photography, Editor, Sound Designer

Collaborators:
Regon Foong, Yuan Ma, Joe Hawkins