HAIG HOUSING
Some stories feel like a real privilege to tell – and this collaboration with Haig Housing was exactly that. When Haig approached me about creating a recipe video and photos to mark VE Day 80, I was immediately drawn to this meaningful project that perfectly blended creativity, community and storytelling. The goal was to honour the incredible sacrifices of those who served, then and now, while bringing people together over a proper slice of cake – and the response exceeded all expectations.
the brief
Haig Housing is the UK’s oldest tri-service military housing charity, and the work they do with veterans, supporting them to find not just somewhere to live, but a real sense of independence, purpose and community, is genuinely life-changing.
To mark VE Day 80, they invited their communities to host Tea for VE Day celebration, bringing together neighbours, schools, families and friends in shared moments of remembrance, reflection and of course, a good old-fashioned slice of cake.
My role in the project was to create a short recipe video for the Haig Housing social media accounts and a gallery of images that would help spark the joy of creating a cake to bring people together, but also something warm, inviting and easy for anyone to try at home.
And the bake at the heart of it all? A golden, sticky upside-down orange and polenta cake, lovingly created and shared by Dame Prue Leith herself. Bright, nostalgic and full of citrusy joy, it was the perfect centrepiece for this feel-good tribute.
It was more than we expected!
High quality, professional and creative. Lou providing multiple reels and exceeding expectations based on our creative brief. Lou was very communicative with speedy responses and really listened – her creative talents turned our imagination into a fabulous reality. The process is collaborative and enjoyable, and the end result speaks for itself. You’ll be working with someone who is professional, creative, and genuinely cares about getting it right.
Amanda Deakin, Haig Housing
The CREATIVE APPROACH
The main aim of the vision was striking the right balance, with something that felt respectful and rooted in history, but still warm, welcoming and easy for anyone to connect with.
For the video, I built the narrative around the comforting rhythm of baking, those familiar moments – stirring, pouring and drizzling – layered with archival VE Day footage and Churchill’s iconic broadcast*, It felt like a way to gently and sympathetically bridge past and present.
The shoot was intentionally pared back to give it that intimate, timeless feel. I styled the setup with soft linens, vintage-inspired textures, and subtle nods to tradition, creating something that felt both nostalgic and quietly celebratory.
“Seeing how the smaller details we discussed early on made it into the final piece, such as the colour palette and the vintage style overlay of music and first shots.”
Alongside the main reel, I also created a set of short teaser clips and stills for Haig Housing to share easily in the lead-up to VE Day.
THE RESULTS
The final reel was a heartfelt tribute, one part recipe inspiration, one part quiet reflection, celebrating the ritual of coming together over cake, just as people did 80 years ago. As well as honouring the incredible work Haig Housing continues to do with veterans, past and present.
“It carried the right balance of VE Day80, Veterans and our pride, community and the idea of baking and sharing a recipe for history, which is exactly what we wanted.”
The visuals found their home across Haig Housing’s social media accounts helping build momentum ahead of VE Day, bringing the campaign message to life with a little help from a cuppa and a slice of cake.
“You’ll be working with someone who is professional, creative and genuinely cares about getting it right. The process is collaborative and enjoyable.”
Final thoughts
This project was a real joy to be part of. From the very start, the team at Haig Housing were warm, collaborative and full of passion for what they do. Getting to play a small role in such a meaningful campaign, alongside icons like Prue Leith and a brilliant sponsor like The Silver Spoon Company, was genuinely special.
Projects like this are the reason I love what I do. A thoughtful brief, creative freedom and a cause that really matters? That’s the dream. I’m so proud of what we made together and honoured to have helped tell this story, in my own small way.
If you’re looking for content that captures the heart, soul, and story behind your brand – I’d love to hear from you. Let’s create something amazing together!
lou x
