After a quick pre-production meeting, the project was scoped out. Primary focus was to be given to the unique style of JoinwellFxb's Kitchens highlighting their superior quality and features. This was achieved through an emphasis on close up moving shots aided by simple yet elegant staging to emulate a real-world kitchen setup while keeping all shooting on client's premises. TVC effectiveness was emphasised by keeping shots short and utilising matching sound design all while inserting a human element to make viewers feel what owning a JoinwellFxb Kitchen feels like. Lastly, a tag-line for the campaign was devised specifically making use of the Master Chef audience. 4 separate TVCs were create, 3 of which showcasing different kitchens and 1 TVC highlighting the best features of each.