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Kees Kruythoff

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ITV: This Is Not A Drill

Client: ITV
Date: Jun 2021
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Following a one-year hiatus, viral hit and reality dating show Love Island is coming back to UK screens in June - and this time it is not a drill. ITV Creative, the in-house agency of ITV, today releases a new drama-fuelled, action-packed commercial for the highly-anticipated series.

Reflecting a refreshed Love Island feel for 2021, ITV Creative brought up-and-coming film director and DJ, Ehsan, on board to shoot the commercial. Directing the 60-second spot remotely from Mexico, Ehsan used a combination of traditional film and mixed media, resulting in a spot brimming with visual aids and emojis that mirror the excitement, drama and viral meme culture that is synonymous with the show.