My Role

The challenge was to celebrate Paralympic Gold Medalist Avani Lekhara and reinforce Britannia Marie Gold's 45-year legacy of championing female ambition and the "Do More. Be More." proposition. The concept demanded a physical, edible tribute: redesigning the iconic biscuit to precisely match the minuscule dimensions of Avani's 10-meter shooting target. My role was to be the creative architect, translating this unprecedented product engineering into an emotional, relatable, and human story. I determined the solution was a high-octane, run-and-gun docu-story to capture the tension behind the scenes.

Challenges & Approach

The project faced manufacturing gravity: an audacious six-month timeline, zero factory trials, and technical hurdles like replicating the target's size and precisely etching Avani's winning shots onto a hard-dough biscuit without causing it to break. As the director, my vision was to turn this corporate pressure into cinematic tension. I crafted the film's narrative to follow three protagonists—the Design Leader, the Baking Leader, and the Factory Worker—using a "simple but layered" chronology. This approach was a masterstroke, positioning the factory's struggle for millimeter-perfect precision as a direct, heroic mirror of Avani's gold-winning focus.

The Result

The "Avani's Gold" campaign became an instant national talking point, transforming a simple biscuit into a tangible symbol of ambition. The emotional weight delivered by the final act—Avani's genuine, surprise reaction to seeing her historic scores immortalized in the biscuit—landed the intended narrative payoff. The work received prestigious international validation, securing a Silver Lion at the 2025 Cannes Lions Festival of Creativity in the Entertainment Lions for Sports category. My creative direction successfully humanized the process, ensuring the campaign's innovative product-as-media concept inspired millions by proving that the ambition of a champion is reflected in the precision of everyone who supports her.