A heavyweight challenger to the comparison giants
Sumo (Saving U Money On) was a fully realised launch concept for a new comparison website created to challenge established players such as MoneySuperMarket. While the brand ultimately never made it to market, the client commissioned a complete launch animatic to bring the idea to life and test its potential.
The creative ambition was to build a bold, instantly recognisable challenger brand with a clear, memorable promise: Sumo does the heavy lifting so you don’t have to. The animatic leaned into this idea with a strong central character, high-energy pacing and a cinematic soundtrack inspired by iconic pop-culture moments, giving the work real presence and momentum.
Designed as a TV launch execution, the animatic balanced humour, confidence and clarity — using exaggeration and spectacle to cut through a crowded category dominated by price-led, functional messaging. The tone was deliberately playful and self-assured, positioning Sumo as a brand with personality as well as purpose.
Although the project stopped at animatic stage, it remains a great example of end-to-end brand thinking: from naming and positioning through to advertising concept and execution. It also demonstrates how a strong, entertaining creative idea can make even the most utility-driven products feel distinctive, engaging and memorable.
I led the brand concept, naming, creative idea, copywriting and art direction, shaping the work from initial strategy through to final animatic delivery.