Shot Alongside TVC. Screwfix by Kelvin Murray

It feels as though shooting stills alongside a TVC really started to take off around 2014–2016. I have vivid memories of TV producers literally spitting feathers at our mere presence, sometimes obstructing, even sabotaging the shots we were trying to capture for the very same client.

From a client’s perspective, it makes perfect sense. It’s cost-effective and ensures the all-important “matching luggage”, same cast, location, weather, etc.

We also understand the TV production perspective. It’s a big machine, and even the smallest schedule adjustment can have a knock-on effect. If the 1st AD isn’t in the loop, everyone’s in trouble.

Fast-forward to 2026 and shooting alongside TVCs is an increasingly important part of our workflow at CRXSS. But it’s not for everyone. Time is tight, and there’s little room for second-guessing yourself. You need a solid lighting plan and an equally nimble Plan B.

In the past two months, Tom Farmer has shot alongside the TVC production for Regatta Ltd, Will Cornelius for Philips and Sam Barker for the Driver and Vehicle Licensing Agency (DVLA). More on those soon.

Currently out across the UK is Kelvin Murray’s Screwfix campaign featuring the legendary Sir Mo Farah, commissioned by Louisa Lewis at M&C Saatchi World Services.

And how times have changed! A big shout-out to production-company MindsEye and producer Henry Richmond who were brilliant at weaving us into the schedule and giving us as much time as possible.