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Caswell Coggins directs Joey Essex in slick new Cup A Soup ad

Cup A Soup for McCann London is Caswell Coggins’ first shoot for Another Film Company where he recently joined. It sees Joey Essex from ‘The Only Way is Essex’ fame with a bronzed and toned torso walking to camera in what appears to be an aftershave ad, classical string music is heard with slick visuals, while the voice over starts, only then do we realise we’re actually watching a Batchelor’s Cup A Soup ad. Finishing on the line, "incredibly tasty ...phenomenally thick” as Joey looks off camera, confused in a "were they talking about me” kind of look. Caswell Coggins works across all mediums, be it commercials, digital, music video, film and documentary, using his ability to creatively and technically problem solve within what are often projects with challenging boundaries. His work demonstrates a love of strong visual storylines combined with an emotive style of filmmaking. Caswell’s passion for film started from an early age and he worked his way up from Runner to Director culminating in working all over the world for the BBC and then onto music videos where he worked with artistes such as Keane, The Feeling, Lily Allen and many others. Since moving into the commercials world, Caswell has created films with jaw dropping action shots, beautifully engaging landscapes and stunningly choreographed films. His documentary film ‘Destino a contemporary dance story' traces the journey from the back streets of Addis Ababa, Ethiopia, to one of the most famous dance stages in the world, it followed two young street children to see the effect of contemporary dance on their lives. Now as international dancers, their subsequent performance at Sadler’s Wells. It received rave reviews, screened on Sky Arts it went on to be seen at festivals around the globe. His latest personal project 'The Alchemy Project' explores ground-breaking work based on professional contemporary dance training and performance that has yielded remarkable results in the treatment of psychosis and in helping sufferers to lead a normal life once more. Another Film Company is one of London’s most respected production companies with a roster of 15 performance directors. Award winning and innovative, always seeking creative work. Other recent credits include Warburtons - Muppets and Aldi - Telescope. Caswell lives in London and is represented by Another Film Company contact Nicky Flemming on 0207 3077750 or


Advertiser: Premier Foods

Brand: Batchelors

Creative Agency

Creative Agency: McCann London

Chief Creative Officer: Laurence Thompson

Creatives: Imogen Jones / James Rooke

TV Producer: Emma Peter

Account Director: Kate Douglas

Production Company

Production Company: Another Film Company

Director: Caswell Coggins

DOP: Richard Mott

Producer: George Saunders

Production Manager: Sam George


Edit Company: Marshall Street Editors

Editor: Toby Conway Hughes

Producer: Dave Frost

Category: Food, Savoury