A social media campaign series for TfGM delivered to YouTube, FaceBook, Instagram and TikTok. The campaign acknowledges the rough time we have all had during the pandemic, but now It’s Time to start thinking positively about how we travel when getting back to work, re-connecting with friends and discovering new things we love do in and around the city.

It’s Time!

Project: Social media campaign
Format: Short brand doc style content
Role: Cinematographer
Director: Tami Reiker
Agencies: Jam PR & Anattic
Client: Transport for Greater Manchester (TfGM)
Camera: RED Scarlet-W + Cooke S4/I Mini’s

Directed by Tami Reiker, this campaign for TfGM—It’s Time—was designed to help shift public thinking about everyday travel as life returned to normal post-pandemic. The films acknowledge the collective challenges we’ve all faced, but look ahead with positivity: reconnecting with friends, returning to work, and rediscovering the city.

Behind the Scenes

For the second phase of the campaign, Tami wanted to bring more energy and immediacy to the visuals. We shot the entire project handheld—whether on trams, from cars, or alongside bikes—focusing on movement and proximity to place the viewer directly in the experience.

We chose Cooke Mini S4/i lenses for their ideal balance of light weight and character. Their warm, organic rendering suited the tone of the campaign, and they allowed us to work fast without sacrificing image quality. We often framed slightly wider to give scenes a more immersive, energetic feel—keeping the camera close to the characters, pulling back only when needed to open up the action and breathe.

The entire campaign was shot using available light, enhanced subtly with bounce sources and negative fill where appropriate. The goal was to maintain a natural, grounded aesthetic that felt lived-in and relatable.

We aspired to a visual feel reminiscent of 16mm film—achieved through the choice of lenses, diffusion filters, and grading under a Kodak film print LUT, with a touch of grain added in post to complete the look. The result is a filmic yet accessible series that reflects the spirit of Manchester and the campaign’s optimistic tone.