‘First Day Out’ announces the roll-out of Co-op’s in-store recycling scheme for soft plastics. Equally though, the film speaks to the mood of the nation, reflecting that whilst some of us are still hesitant to go back into public, there is joy to be found in the little ‘everyday’ things we have all missed. Director Tom Tagholm did an outstanding job casting and workshopping with hero talent. His mission was to let our protagonist dictate the overall tone, pace, rhythm and message of the spot, working collaboratively at all stages of production to ensure what we captured was genuine – from an elderly gentleman’s emergence from the safety of his cocoon to the way he sees the world anew. With help from DOP Jackson Hunt, Tagholm’s direction crafted this story in a way that is beautifully observed and delivered without drifting into mawkishness.