Senior Creative · London

Adrian Headley

Concepts · Writing · Art direction
Directing · Editing

I’m an ideas-first creative with more than 15 years at ITV Creative, developing and making campaigns across entertainment, sport and factual television.

Selected work

Eight campaigns · Play to view

01

Euro 2016 — Superstition

Sport · Integrated campaign

The challenge

When the original “Pick a side” proposition changed, we needed a new idea that could bring fans and players together while capturing the emotion and unpredictability of a major tournament.

The idea

Players and supporters talk about preparation and skill, but almost everyone has a ritual they believe can affect the result. The campaign celebrated those superstitions.

The execution

Supporters’ rituals, players’ superstitions and famous football moments came together before Eric Cantona delivered: “We’ll bring the games. You bring the luck.”

Concept development · Writing · Art directionPromax nominated
02

The X Factor — Call to Arms

Entertainment · Integrated campaign

The challenge

Simon Cowell and Cheryl Cole were returning with an updated judging panel. The launch needed to feel like a major event and deliver: “This time, they mean business.”

The idea

Call to Arms turned the judges’ search for the country’s best performers into an epic battle, with each judge leading an army of singers and musicians.

The execution

Four armies charged across a stylised battlefield using microphones, guitars and song sheets as weapons. From above, their paths formed the show’s distinctive X.

Concept development · Writing · Art directionPromax winner
03

Black History Month — It’s About The…

Brand · Cultural campaign

The challenge

Create an ITV campaign that felt celebratory, inclusive and rooted in the influence Black culture has had on British life, without becoming worthy or predictable.

The idea

“It’s About The…” celebrated the ingredients that make up Black British culture — music, food, style, colour, history and people.

The execution

A bold, fully animated hero film used graphics that responded directly to the script, moving between humour, pride and reflection.

Concept development · Writing · Directing · Art directionITV
04

Blood Squad — Join the Squad

Public service · Entertainment

The challenge

Encourage ITV2’s young audience to give blood without making the message feel like a conventional public-service campaign.

The idea

The Blood Squad needed recruits, so Emily Atack and Joel Dommett interviewed vampires, werewolves, zombies and other characters associated with blood.

The execution

Horror references, visual jokes and ITV2 talent turned recruitment into a supernatural job interview while keeping the message simple: sign up, give blood and help save lives.

Concept development · Writing · Art directionITV2 · Give Blood
05

Tour de France — Can You?

Sport · Film

The challenge

Familiar race footage can make the Tour’s extraordinary physical demands feel routine. The task was to make viewers appreciate what the riders endure.

The idea

“Can You?” turned the race’s facts and statistics into a direct challenge, each question increasing the achievement before the answer: “These guys can.”

The execution

Race footage and bold animated graphics brought the distances, speeds and physical demands to life in a fast edit driven by Justice’s “Genesis”.

Concept development · Writing · EditingPromax nominated
06

Des — The Press Statement

Drama · Film

The challenge

Create an unsettling launch film for ITV’s true-crime drama without relying on a conventional plot summary.

The idea

The police chief’s press address became the vocal spine, contrasted with images revealing the pressure and emotional strain experienced by the investigating officers.

The execution

Brief, menacing images of Des interrupted the statement on musical accents, allowing his presence to hang over the film without giving him control of the narrative.

Concept development · EditingPromax nominated
07

Britain’s Got Talent — The Return

Entertainment · Film

The challenge

Announce the return of Britain’s Got Talent in a way that made the familiar series feel like a national television event.

The idea

The news that Britain’s Got Talent is back spreads across the country, bringing the show’s distinctive gold and spectacle into everyday life.

The execution

A wave of gold confetti travels from a newspaper announcement through British locations including a bus stop, workplace, children’s ballet school and family home, culminating with Ant and Dec.

Concept development · Writing · Art directionPromax winner
08

Maigret — One Murder. Many Questions.

Drama · Film

The challenge

Launch a new Maigret mystery without explaining the plot or revealing too much about the murder.

The idea

“One murder. Many questions.” Every line spoken by Maigret is a question, placing the audience inside the investigation alongside him.

The execution

Each question introduces another character, clue or motive. The edit connects fragments of the case, increasing the intrigue while withholding the answers.

Concept development · Writing · EditingITV Drama