Full-funnel campaigns, film, brand experience, the creative layer that builds cultural presence and market fame. The kind of work that makes competitors take notice and customers feel something before they have spoken to you.
This is where 20 plus years of international award-winning creative direction gets deployed. But only once the foundation is solid. Creative work without the infrastructure underneath it is beautiful and ineffective. Creative work built on top of phases one through four moves markets.
The agency pitch, the brand campaign, the TV spot, the film. None of it compounds without the infrastructure underneath it. A campaign driving traffic to a site that converts at 2% produces a fraction of what the same campaign would produce driving traffic to a site converting at 6%.
Most businesses hit a performance ceiling eventually. Google Ads optimises. SEO compounds. And then growth flattens, because you're only capturing demand that already exists. Phase five is what you build while performance is still climbing, so that when the ceiling arrives, people are already searching for your name rather than your category.
Phase five without phases one through four is the most expensive way to get mediocre results. Phase five on top of a solid foundation is the thing that builds market leadership.
This is the phase that feels like the starting point but works best as the destination. The businesses that get here with phases one through four already working are the ones whose campaigns actually compound.
Ready for phase five?
01
Find the gap.
Before anything is built, we find out if a winnable position exists. If it doesn't, we say so.
02
Build the blueprint
Keyword architecture locked. Site structure mapped. Google Ads framework designed. Every decision made before a dollar is spent on building.
03
Engage & convert.
Brand created or applied. Website live. Google Ads launched. The work that takes a business from invisible to trading, and from 2% conversion to 6% and above.
04
Build authority.
Content, digital PR, AI citations, and directory presence. Compound the trust and traffic already built.
05
Lead the market.
Performance captures demand. Phase five creates it. Full-funnel campaigns, film, and brand experience that turn a business people find into a brand people search for by name.
01.
Full-funnel campaigns.
Creative systems where every execution has a role. Awareness to consideration to conversion. Built to work as a connected sequence rather than isolated moments.
02.
Film and video.
Scripts written, shoots directed, edits managed. From 15-second social spots to full-length brand films. Shot and directed by Jake Siddall personally where the production allows, or through a trusted senior production network.
03.
Brand experience.
The physical touchpoints that extend the brand into the world. Retail design, event creative, experiential campaigns. The work that takes a brand beyond the screen and into spaces people walk through.
04.
Photography.
Commercial and brand photography directed and shot by Jake. Campaign stills, product photography, environmental portraiture, social content. Senior creative direction and lens in the same person removes the gap between concept and capture.
05.
Creative direction.
The strategic and creative vision that ties every execution together. From brief to delivery, one senior creative leader guiding the entire output. No briefing handoffs. No interpretation layers.
06.
Social ads and awareness.
Paid social campaigns that reach people who are not yet searching for what you do. Built to create demand rather than capture it, introducing the brand to new audiences while the performance channels handle the people who are already looking.
07.
Experiential.
Physical brand moments that extend the brand beyond the screen. Events, activations, retail environments, and brand experiences that give people a reason to talk about you. The kind of marketing that earns coverage rather than buying it.
The Petdirect national brand campaign was produced through a three-person senior core team. Jake Siddall led the creative direction in-house as Petdirect's Creative Director, before Kyttn existed. Scripts written in-house. Shoots directed directly. 1.6 million plus impressions. Five media channels. A fraction of competitor spend. SILVER at the Best Design Awards for Large Brand Identity.
The same principle applies at Kyttn. No agency overhead. No account management layer. No briefing handoffs. Senior creative leadership applied directly to the brief.
