Explaining EE’s propositions with real people, plain English, and cultural relevance.
Mobile brands love complicated diagrams and wacky analogies. Customers don’t. We created Meet the Real Experts, a human, documentary-style content format where the “experts” are everyday people who actually use the thing we’re selling. Each film takes one EE proposition and explains it simply from an interesting human perspective, in the language people speak, set in the places they live. No metaphors about rockets or walruses; just clear stories that make the benefit obvious and useful.
Tips for protecting your home, from an ex-burglar
Tips for getting your kids to sleep, from a children’s nurse.
Page soon to be updated with more films.
How it worked
We built a repeatable editorial framework: one proposition per film, one clear human need, one plain-English explanation. Casting focused on credible voices (not actors); interviews were lightly prompted, unscripted, and shot to feel like short docs.
Every story shipped as a long form hero plus :06/:10 cut-downs for social. Copy avoided product jargon and banned metaphor.
The format was designed for scale - easy to add new episodes as propositions evolve - and to live everywhere: social, retail screens, dot-com, CRM and care.
Impact
The series turned “explainer content” into something people actually watch. It gives EE a consistent, ownable way to de-mystify propositions across channels, reduces comprehension friction at the point of choice, and strengthens brand voice by sounding like a person, not a product sheet.
Impact
As ECD, I defined the format, tone and guardrails (plain-English rules, casting criteria, edit structure), and led delivery across social and owned channels with Digitas UK. Production partners varied by episode.