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ADVANCED RECYCLING...?
ADVANCED RECYCLING...?

ADVANCED RECYCLING...?

(overview)

A global repositioning project designed to reframe advanced recycling from a technical industrial process into a clearer, more compelling story about circularity, transformation and second-life value. The work combined brand voice, campaign direction and flagship film development to shift the communication from obligation-led messaging toward a more resonant and scalable narrative platform.

(info)

The Challenge

The Challenge

Advanced recycling was being communicated primarily as a technical process, which limited its emotional reach and broader strategic value. The challenge was to move perception from waste and industrial complexity toward a clearer global narrative that could make the innovation feel more relevant, human and commercially meaningful.

Advanced recycling was being communicated primarily as a technical process, which limited its emotional reach and broader strategic value. The challenge was to move perception from waste and industrial complexity toward a clearer global narrative that could make the innovation feel more relevant, human and commercially meaningful.

Strategic Approach

Strategic Approach

Helped define a narrative platform centred on circularity and transformation, reframing the story from end-of-life waste to second-life value. The aim was to translate a complex technological offer into communication that felt clearer, more audience-facing and more emotionally legible without losing credibility.

Helped define a narrative platform centred on circularity and transformation, reframing the story from end-of-life waste to second-life value. The aim was to translate a complex technological offer into communication that felt clearer, more audience-facing and more emotionally legible without losing credibility.

Creative Expression

Creative Expression

The work extended beyond a single commercial into a broader campaign logic, including brand voice architecture, visual language and narrative consistency across film, digital and go-to-market outputs. The objective was to create a platform the business could scale internationally, rather than a one-off piece of messaging.

The work extended beyond a single commercial into a broader campaign logic, including brand voice architecture, visual language and narrative consistency across film, digital and go-to-market outputs. The objective was to create a platform the business could scale internationally, rather than a one-off piece of messaging.

Impact

Impact

Led development across scripting and campaign direction, helping ensure the repositioning held together through the finished work as well as the wider communication system. The result was a more cohesive global platform that supported expanded investment and multi-market rollout.

Led development across scripting and campaign direction, helping ensure the repositioning held together through the finished work as well as the wider communication system. The result was a more cohesive global platform that supported expanded investment and multi-market rollout.

CATEGORY

CATEGORY

Strategy / CX / Campaign / OOH

Strategy / CX / Campaign / OOH

ROLE

ROLE

Creative Director, Writer, Director

Creative Director, Writer, Director

Credits

Credits

Credits

Client:

Client:

Fortune 50 Multinational

Agency:

Agency:

MGM

Creative Director:

Creative Director:

Aaron Bensaude

Writer:

Writer:

Aaron Bensaude

Director:

Director:

Aaron Bensaude

Producer:

Producer:

Danielle Clark, Claudia Simone

DP:

DP:

JP Lewis

Production Designer:

Production Designer:

Anna Riot

Costume Designer:

Costume Designer:

Emma Sahai

Editor:

Editor:

Nick Christie

Composer:

Composer:

Jon Wygens

Sound Designer:

Sound Designer:

Ruth Rainey

VFX Supervisor:

VFX Supervisor:

Alex Joseph

Cast:

Cast:

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aaron bensaude

LONDON

LONDON

,

E2

E2

Instagram

Instagram

contact@aaronbensaude.com

contact@aaronbensaude.com

©2026

©2026

aaron bensaude

LONDON

LONDON

,

E2

E2

Instagram

Instagram

contact@aaronbensaude.com

contact@aaronbensaude.com

©2026

©2026