2025
VAX
Harriet Cowan Social Campaign
We teamed up with Harriet Cowan and VAX on a social campaign that needed to feel energetic, real, and built for feeds. To be clear, the creative idea and the final edit were handled by VAX. Our role was everything on the ground. We ran the full shoot using lightweight social-friendly cameras, drones, 360 rigs, GoPros, and full sound recording.
The weather pushed us hard. Heavy rain, thick mud, and wind that tried to slow everything down. At one point we were dragging huge carpets across a soaked field just to keep the setup workable. Even with all that, the mood stayed strong. Harriet was great to work with and the team kept the day moving with good energy. We directed the shoot so the story felt natural while still hitting the look the client was after.
We captured a mix of hero shots, honest moments, fast social cutaways, and tight vertical frames built for quick viewing. VAX then shaped all of that into a campaign that grabs attention fast.
The response speaks for itself. Hundreds of positive comments across Instagram, Meta, and Facebook, and more than one million views. The client was very happy with how the shoot ran and with what the footage allowed them to create.
For clarity, the concept and edit came from VAX. We handled the filming and made sure every shot delivered the quality and consistency the campaign needed.
- Social Media Content
- Strategic content
- Yorkshire
Mud! Rain! Carpets?
The campaign landed because it took a simple idea and pushed it to an extreme. We drove a six tonne tractor over a carpet in deep mud, then watched a VAX carpet cleaner bring it back to life far better than anyone expected. Harriet’s genuine reactions and her strong social presence, boosted by her audience from Clarkson’s Farm, gave the whole piece credibility and reach. The mix of an outrageous test, a real result, and a trusted voice made it perfect for social feeds.
Why it worked!
Massive results
This campaign hit because the core idea was simple but outrageous enough to stop people mid scroll. We took a full carpet, dropped it into a muddy field, and drove a tractor weighing around six tonnes straight over it. The mud wasn’t light. It was pushed deep into the fibres. Most people would look at that and assume the carpet was finished.
That set the stage for the reveal. Watching a VAX carpet cleaner tackle something that extreme felt almost impossible. The surprise came from the fact that it actually worked. Not just passably, but to a level that made people double-take. That sort of “surely not” moment is exactly what lands on social.
Harriet made it stronger. Her reactions were honest, not acted, and her natural way of explaining what she was seeing gave the whole piece credibility. People trust her, and that trust carries across every platform. She also brings a huge built-in audience from her work on Clarkson’s Farm. They’re engaged, they care about what she does, and they’re the perfect demographic for this kind of content.
The combination of a wild test, a real result, and talent who knows how to communicate with an online audience meant the clips had everything they needed. A strong hook, a satisfying payoff, and a familiar face guiding the story in a way people enjoy.
Put simply, it worked because it was bold, real, and delivered a result viewers didn’t expect. That’s the sweet spot for social.
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