SPAR – SPARk A Conversation

Client: A.F. Blakemore / SPAR UK
Agency: The Remarkables (Bal Gill & Kerry Parkin)
Role: Creative Direction, Pre-Production, Production & Post

The Factory Creative partnered with The Remarkables and A.F. Blakemore / SPAR UK to deliver SPARk A Conversation — a heartfelt national campaign designed to turn everyday BBQs into meaningful moments of connection and wellbeing.

Fronted by Olympic legend and mental health advocate Colin Jackson CBE, the film reimagined the classic summer BBQ as a space where genuine conversations can spark change. Rooted in research showing that 43% of men find it easier to open up during shared activities, the campaign flipped the script on traditional mental health messaging — making it warm, relatable, and community-led.

Working closely with The Remarkables team, The Factory Creative led the project through creative development, pre-production, on-set direction, cinematography, and full post-production delivery, shaping the visual narrative that became the heart of SPAR’s Love Summer Moments initiative.

Following the campaign’s release, SPAR stores across the UK brought the message to life — raising vital funds and awareness for four leading mental health charities: YESS (Your Emotional Support Service), Ways for Wellbeing UK CIC, Tough Enough To Care, and Mental Health Matters Wales.

The project stands as a testament to the power of collaboration — blending meaningful storytelling, purposeful design, and creative production to inspire real human connection.