The Challenge
Transform Justice needed to bring not just emotional weight to the issue of unfair criminal record checks but also the reality of the issue. While the policy implications were significant, the human consequences were often overlooked. To shift perception and build momentum for reform, the campaign required a film that could move audiences beyond statistics and into lived experience.
The Approach & Impact
After speaking with individuals directly affected, we shaped those conversations into a single spoken-word piece that distilled their experiences into a clear, powerful narrative. We then invited respected actors to perform the piece directly down the lens, cutting between performances to reinforce the collective nature of the issue. The direct-to-camera approach created an unfiltered connection with the audience, placing the words front and centre. The result was a campaign film that combined emotional resonance with credibility, strengthening public engagement and earning industry recognition, which came in the form of us winning a Smiley Charity Film Award, taking home GOLD in the Judges’ Award.