Behind the Scenes of Asda x Disney’s ‘Use the Force’ TVC
Post-production Producer
Working as the Post-Production Producer on the ‘Use the Force’ campaign was an unforgettable experience. This collaboration between Asda and Disney was launched to promote Star Wars: The Force Awakens and showcase Asda’s immersive online toy shop. The website was being reskinned with a unique interactive feature that allowed users to choose between the Light Side or the Dark Side, with visuals and toys reflecting each path. The aim? Generate excitement around the movie’s release and drive sales of the new Star Wars merchandise.
BRINGING THE GALAXY TO LIFE
The video was produced with Manchester’s The Mill inside Asda’s Merchandising Centre of Excellence (MCE) in Leeds. We cast a family to play shoppers at Asda, stumbling upon the new Star Wars toys. The magic truly began when the young boy, captivated by the toys, imagines himself within the Star Wars universe. From flight simulations and Stormtroopers storming through the frozen aisles to a dramatic encounter with Kylo Ren, the concept was all about bringing the fantasy to life.
What made this project particularly special was the exclusive use of Disney’s authentic Star Wars sound effects, which elevated the production value and authenticity of the commercial. The incredible direction by Bharat Nalluri (Life on Mars) and cinematography by Adam Suschitzky—whose father, Peter Suschitzky, was the DOP on Star Wars: The Empire Strikes Back – added an extra layer of magic to the shoot.
FROM WEB TO TV
Initially intended as a video for Asda’s website, the campaign’s success quickly prompted the decision to transform it into a TVC. The final edit was dynamic, action-packed, and brimming with nostalgic energy that resonated with audiences of all ages. Seeing the advert air during prime slots, including the 2015 X-Factor Final, was a real highlight of the project.
My role as Post-Production Producer involved coordinating all stages of the editing process, managing communication between creative teams, and ensuring the final piece met all clearance requirements for TV broadcast. Pushing the advert to TV channels for play-out was a meticulous but incredibly rewarding part of the process.
AWARD-WINNING SUCCESS
The ‘Use the Force’ campaign went on to win Disney’s ‘Best in Digital Campaign’ award for 2015—an achievement I am immensely proud to have contributed to. It was a fantastic example of what can be achieved when creativity, collaboration, and meticulous post-production come together.
Director – Bharat Nalluri
DOP – Adam Suschitzky
Production House – The Mill
Post-Production House – Bark&Bite
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