National Coal Mining Museum

Film and TV Advert

Objective

In early Summer 2025, the National Coal Mining Museum appointed us to create an engaging television advert to relaunch their iconic Underground Tour and showcase the breadth of experiences on offer.

The challenge was to capture the unique atmosphere of travelling 140 metres underground while also presenting the museum as a vibrant, free-to-visit national attraction that offers something new on every visit.

Our goal was to deliver a high-impact campaign across TV, digital and social platforms, inspiring families, heritage enthusiasts and experience seekers to plan a trip to Wakefield, Yorkshire.

Delivery

We began with comprehensive recces across the museum’s indoor, outdoor and underground spaces, developing a detailed storyboard and flight plans for aerial filming.

Working closely with the museum’s team, we scripted a concise narrative that balanced authenticity and intrigue, securing all necessary risk assessments and safety plans for underground production.

Over three days of filming, we captured dynamic footage of the site’s attractions, including drone sequences, heritage exhibits and underground tours, supported by a professional voiceover and bespoke soundtrack.

In post-production, we produced broadcast-ready cuts for TV and social media, ensuring full compliance with advertising standards. The campaign launched successfully on ITVX and social channels, significantly raising awareness and driving increased visitor numbers.

We delivered a distinctive, broadcast-quality advertising campaign that successfully re-established the National Coal Mining Museum’s Underground Tour as a must-see experience, while showcasing the diversity and appeal of the wider museum offer.ng Museum’s innovative new attraction and driving increased engagement across all visitor groups.

Discovery

We stage workshops and springs with key stakeholders to initiate project direction and kick off.

Recce of all indoor, outdoor and underground spaces to plan filming.
Safety risk assessments completed for cast and crew.

Drone flight planning and logistics arranged.

PLANNING

SAFETY

Prototyping

At this stage, we'll outline the components needed to create the final elements for the project.

Storyboard and script developed and approved.
Cast and voiceover talent sourced.

Production schedule and call sheets prepared.

STORYBOARD

SCRIPT WRITING

VOICE ARTIST

CALL SHEET

Production

This is the stage where our creative teams start to make it all happen, running the production shoot before editing your media.

Three days of filming covering underground tours, overground attractions and drone footage.
Managed safety protocols and logistics throughout.
Captured authentic, engaging content across the site.

FILM PRODUCTION

DRONE FLIGHT

EDITING

Deploy & beyond

Now for the best part: project launch.

Rough cut produced with graphics, soundtrack and voiceover.
Approval process completed with the museum team.

Final broadcast-ready cut cleared and aired on ITVX, driving strong national awareness.

CARRIER LABELS

ITV X BROADCAST