The Art of Storytelling: Casting Shell’s FuelService App Ad Campaign
When it comes to casting for an ad campaign, the stakes are always high, but the rewards can be even greater. This was particularly true for the Shell FuelService app ad campaign, a project that not only highlighted the importance of accessibility but also told a deeply moving story of resilience and hope. The campaign’s success has been recogniSed with a nomination at the Cannes Lions International Festival of Creativity—a testament to the power of casting and storytelling.
The Search for a Real-Life Hero
The FuelService app is designed to provide greater independence to drivers with disabilities, offering a much-needed service that allows them to refuel their vehicles without leaving the car. To bring this message to life, we needed to find someone who had experienced the app’s benefits firsthand—a real-life hero with a story that would resonate with viewers.
We reached out to over 500 charities, conducting more than 20 in-depth interviews with veterans and other individuals with disabilities. The goal was to find someone who not only used the app but also had a compelling story to share. After an exhaustive search, we found Sergeant Rick Clement, a veteran who lost both his legs and part of his arm in an accident in Afghanistan.
Rick’s story is one of extraordinary resilience. Despite his injuries, he was determined to regain his independence, particularly his love for driving. The FuelService app played a crucial role in this journey, allowing Rick to do long-distance trips that would have been impossible without it. But the story didn’t end there.
The Heart of the Campaign
Through our interviews, we uncovered a deeply personal story that became the heart of the campaign. Rick had reconnected with Hayley, the medic who saved his life, and their bond had grown stronger over the years. Despite living 200 miles apart, Rick was able to visit Hayley regularly, thanks to the FuelService app. This journey of friendship and resilience became the emotional core of the film, making it more than just an ad—it was a tribute to the power of perseverance and the impact of accessibility.
Recognition at Cannes Lions
Being nominated at the Cannes Lions is an incredible honor, and it speaks to the impact of this campaign. I was also privileged to be asked to film an interview about my experience casting this ad, sharing insights into the challenges and rewards of finding the right person to tell such a powerful story.
For advertising agencies and production companies, this campaign underscores the importance of casting in storytelling. The right cast doesn’t just act—they live the story, creating an authentic connection that resonates with audiences and elevates the campaign to new heights.
The ad campaign for Shell’s FuelService app was more than just a commercial project—it was an emotional journey that highlighted the profound impact of accessibility on people’s lives. As a casting director, I’ve worked on many campaigns, but few have been as challenging and rewarding as this one. The campaign’s success, including its nomination at the Cannes Lions International Festival of Creativity, is a testament to the power of casting the right story and the right people.
The Challenge of Finding the Right Story
From the outset, we knew this campaign was about more than just showcasing a product—it was about telling a story of resilience, courage, and hope. Our goal was to find a real-life hero who had benefited from the FuelService app, someone whose story would not only inspire but also resonate deeply with audiences.
The search was extensive. We contacted over 500 charities and conducted more than 20 long-form interviews with veterans and other individuals with disabilities. The process was intense and deeply personal. Finding someone willing to share their story, especially when it involved reliving traumatic experiences, was a significant challenge. But it was a challenge worth taking on.
