BRIEF
After a competitive tender process we were chosen by the International Physical Literacy Association (IPLA) to deliver its first ever piece of video content. Physical Literacy describes the motivation, confidence, physical competence, knowledge and understanding to value and take responsibility for engagement in physical activities for life. The organisation wanted to both explain and promote that concept in a simple way to a global audience.
CONCEPT
The IPLA wanted to make the complex research based concept easily digestible and cited well-known videos such as Sport England’s “This Girl Can” campaign as an aspiration. It wanted to represent a similar breadth of activities, age and diversity. However, with just three weeks to deliver a film for use at conferences abroad, we knew we neither had budget or time to film bespoke imagery of the range of people and activities that IPLA needed. Instead, we thought laterally and began to scour stock image companies to find suitable examples. To provoke curiosity among the viewers we suggested adding a positive narrative and graphics to explain the concept without revealing what it was until the end.
CREATE
We provided more than 100 stock clips for IPLA to consider and together picked around 20 to provide a broad range, so that the imagery was relatable to the widest possible global audience. We developed a narrative and graphic script that described the basis of the concept in a very positive way so the IPLA project board could visualise exactly what their film would look like before we committed to buying the stock clips on their behalf and beginning post-production. In the edit, we created a film in line with the script , creating graphics in line with the brand guidelines, adding appropriate music and using our in house professional voice over artist to narrate it.
CONNECT
The finished film was delivered on budget and ahead of the final deadline. It has already been played to international audiences in Canada and Austria where we are told it was very well received with compliments all round. The IPLA believe the film will improve the advocacy of the concept around the world . They said the film represented excellence in terms of quality and value for money and said “A Fantastic team of enthusiastic and flexible staff, able to work to timescales whilst not compromising on quality. They really did their homework and were passionate to help us achieve our vision.”