eSIM Privileges

Vodafone · 2025

A format can be smaller than the idea developed for it. The useful decision is recognising when the concept deserves a different treatment, rather than simply a larger export.

The Vodafone eSIM project began as an idea for a social reel and developed into a television commercial. Its pacing, narrative and visual approach were reworked while retaining the original concept’s energy.

Keeping the centre, changing the expression

Moving between formats is not only a question of duration. The audience encounters the work in a different context, and the film has to establish its proposition accordingly.

The strongest part of an early concept should survive that change. Everything around it can be reconsidered: how quickly the setup arrives, how the story develops and what the viewer needs to understand before the ending.

A campaign rather than an enlarged reel

A television version should feel deliberately made for its placement. It should not rely on the audience having seen the social version first, or on a context that exists only around the original post.

For me, that makes format development a directing problem. The task is to preserve the idea while allowing its expression to change. Treating the original edit as untouchable can be just as limiting as abandoning everything that made the concept appealing.

The lesson in the expansion

This project is an example of recognising a broader application for a compact brief. The finished work carries the idea into television through a revised treatment, rather than assuming that a change in distribution is all that is required.

It is also a reason to discuss possible campaign uses early. If an idea may need to travel, the production can prepare for that ambition while there is still time to make useful choices.