ROLE: Creative Director

AGENCY: Modern Arts

Bukayo Saka: The Time Is Now is a long-form documentary following Bukayo and Thierry Henry as they revisit the people, places, and experiences that shaped Bukayo’s journey from North London to Arsenal.

My role was to help extend the film into a social campaign that could build awareness while preserving the intimacy of the original story.

I was embedded with the production on set, identifying and marking moments as they happened that could later become standalone social assets. Being present during filming and knowing exactly what had been captured gave us a major advantage when developing the social extensions. Rather than approaching the footage cold in post-production, we already understood which interactions, details, and emotional beats had the potential to live beyond the film.

From there, I led the creative development of a series of social posts designed to drive audiences toward the documentary. We used moments from the film, along with additional content captured specifically for social, to create trailers, watch-now edits, behind-the-scenes pieces, and standalone stories that felt native to each platform.

I also worked as a hands-on maker throughout the project, shooting additional footage on set and personally capturing and editing select social posts.


MY ROLE:

  • During production:

    • Worked on set to identify and mark moments with strong potential for social

    • Tracked key interactions, story beats, and footage that could later become standalone social assets

    • Shot and captured additional content specifically for the social campaign

    • Used my knowledge of the production and available footage to help shape the campaign’s social extensions

  • Execution phase:

    • Led creative development across the social campaign

    • Developed a range of posts designed to build awareness and drive audiences toward the long-form film

    • Worked closely with editors to shape trailers, watch-now edits, behind-the-scenes content, and standalone social stories

    • Oversaw the social edit process to ensure every asset remained connected to the tone and emotion of the documentary

    • Personally edited select social posts for the campaign


TEAM:

  • Client: WhatsApp,

  • Agency: Modern Arts (Brooke Stites, Zac Ryder, Adam Groves)

  • Creative: Jay Lledo

  • Account Director: Megan Poole

  • Producer: Chris Perry

  • Director: Robert Alexander

  • Editor: David Brodie, Shelly Rose

TRAILER:

 

SOCIAL EDITS: