Kickoff Soon. ⚽️
BRAND STORYTELLING IN DIGITAL AGE
We transformed “Have a Break” into a cinematic storytelling experience
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DISTINCTION
The Story Behind the Story
Taking a break never felt this scary.
The real plot twist? It was just a KitKat break.
We created a suspense-driven KitKat advertisement blending horror, humour, and brand storytelling.
ABOUT THE PROJECT
Could a jump scare make you crave chocolate?
As part of the Queen Mary University of London MSc module Brand Storytelling in the Digital Age, our team created a cinematic promotional advertisement for KitKat, combining storytelling theory, consumer psychology, and visual branding to produce an emotionally engaging commercial. The project focused on transforming KitKat’s iconic “Have a Break, Have a KitKat” message into a short-form cinematic narrative blending humour, suspense, and relatability. The assignment required the development of a full creative direction, including concept proposals, storyboard planning, screenplay development, and cinematic execution.
We approached this project by first analysing how major brands use emotional storytelling, cinematic pacing, and audience psychology to create memorable advertising campaigns. After researching multiple brand directions, including Nike, Spotify, and KitKat, our team selected KitKat due to its strong emotional recall, humour-driven positioning, and iconic slogan.
We then developed a storyboard-driven concept that blended horror-comedy storytelling with product integration, allowing the brand message to naturally unfold through the narrative rather than through direct advertising. Using storytelling frameworks taught within the module, we focused on plot structure, suspense, character reactions, sound design, and emotional contrast to create a commercial that remained entertaining while reinforcing KitKat’s core identity of offering a comforting “break” during stressful moments.
APPROACH
Using storytelling frameworks taught within the module, we focused on plot structure, suspense, character reactions, sound design, and emotional contrast to create a commercial that remained entertaining while reinforcing KitKat’s core identity of offering a comforting “break” during stressful moments.
This project strengthened my understanding of cinematic brand storytelling, narrative structure, and consumer engagement within digital marketing. I learned how emotional pacing, sound effects, humour, and visual storytelling can influence audience retention and brand recall far more effectively than direct promotional messaging alone. Working collaboratively also improved my skills in creative ideation, storyboard planning, campaign communication, and aligning brand identity with audience emotion. The project highlighted how modern advertising succeeds when brands become part of the story rather than simply appearing within it.
Just did it. through storytelling, struggle, and self-discovery.
From turf battles to brand storytelling.
As part of my MSc at Queen Mary University of London, I completed an INDIVIDUAL ESSAY focused on the role of storytelling, emotion, and narrative strategy in modern brand communication.
BEHIND THE BREAK
PROJECT FILES & SUPPORTING DOCUMENTS
