CEF

Advertising I AI Filmmaking

CEF is the UK’s largest electrical wholesaler who asked for a range awareness campaign. This should communicate that they do everything from cutting-edge power tools to renewables and expert advice.

This project started as a response to a real client brief by me and my former creative partner, Jacob Gill. Unfortunately, it didn’t go out into the world, but the CEF world can still be found here.

These are concepts for ads I made using Runway and After Effects. Ideally, we'd get real actors, and bring it to life with high-end CGI.

The world of CEF

In this campaign, scale is everything—drills and cables tower over the landscape, and solar panels stretch infinitely into the horizon. The sheer size of these products transforms them into an inspiring, cinematic world of CEF.

But beyond showcasing their range, this campaign also tackles a key challenge: modernising the brand that's failing to appeal to younger, future-focused professionals. I reimagined CEF with this contemporary vision—one that reflects their ambition and innovation.

This campaign that never ended up running, for a good amount of time was almost like my guide and my attempt to rebrand them. Lots of people in the agency and at CEF loved the visual approach so I used this style answering various other briefs for CEF including TechTalks and their other sub-brands. Even started building brand guidelines.

How it all started...

Their branding at that moment was quite outdated but they were eager to modernise it. They didn’t have many distinctive assets, just the logo, red and white. Their competitors have incredibly busy branding, crowding the spaces as much as possible. Just like CEF, actually. My personal goal was to make them look as sleek as Apple.

(They have been rebranding so it has changed a bit now, but the above was what we were working with!)