I’ve worked with Guardian Labs across a number of branded documentary campaigns, directing presenter-led films for clients including O2 and Brittany Ferries.

The films have taken me from travelling through Brittany and Normandy with Clara Amfo and Julia Bradbury, to exploring Madrid with Craig Mitch during the World Cup.

While the format has varied between longer-form films and short vertical content for social, my approach has remained pretty similar: keeping things loose and observational, working with presenters to get natural interactions, and finding a way for the brand to sit comfortably within the story rather than overwhelm it.

Brittany Ferries × Guardian Labs

I directed and DOP’d two travelogue films for Guardian Labs, sponsored by Brittany Ferries, following presenters Clara Amfo and Julia Bradbury as they travelled through Brittany and Normandy in search of their own version of an uncommon holiday.

Working with high-profile talent, I kept the directing style relaxed and observational, leaning into Clara and Julia’s individual personalities rather than forcing everything into a predetermined script.

O2 × Guardian Labs

For O2, I travelled to Madrid with presenter Craig Mitch to make a series of vertical social films around the football.

Following Craig through the city, we met fans, asked who they wanted to win the tournament and hunted down some of the best places to watch the match and celebrate afterwards.

Designed specifically as 9:16 social content, these films were shorter and faster-paced than the Brittany Ferries campaign, running at around 90 seconds, while still using the same documentary-led approach to capture spontaneous encounters and a sense of the city.

For both clients, I was involved from treatment and pitch through to the final films, developing the visual and editorial approach and helping choose the locations and stories we’d explore.

The films were produced by Glasgow-based Jumpsuit Films for Guardian Labs.

FULL Crew (Brittany Ferries)

Director & DOP: Duncan Cowles
Exec Producer: Hannah Currie
Producer: Italia Bianco
Producer (The Guardian): Charlotte McFarlane
2nd camera op: Will Hewitt
Stills Photographer: Liz Seabrook
Picture Editor (The Guardian): Portia Morris
Location Assistant: Hugues Puyau
Editor/ VFX/ Colourist: David Hunter
Sound Designer: Heather Andrews

FULL CREW (02)

Director & DOP: Duncan Cowles
Exec Producer: Hannah Currie
Producer: Beatrice McHugh
Producer (The Guardian):  Cian Jennings
2nd camera op: Nelisa Alcalde
Production Asst: Ella Baragwanath
Editor: Andre de Nervaux
Grade/Sound: Serious Facilities

Interested in a Similar Film?

If you’re looking for impactful storytelling through film or photography, get in touch to discuss how we can collaborate. I bring a human-centred, engaging approach to every project. Email me to discuss:

📨 info@duncancowles.com