Case Study: Mill Road Films.
Creating the brand and the belief to move from practitioner to creator and leader of a film production agency.
Carly had a great business creating short-films, primarily for charities and social movements - winning awards for her work with Mother Pukka’s Flex Appeal and Pregnant Then Screwed.
Our brief was about leveling that up to a bigger play as a production company.
The Challenge:
Carly’s sweet spot was the social cause work that had built her reputation, particularly focused on women’s issues and parenting, but that can be at odds with the bigger budgets and higher profile campaigns, she needed the right positioning to elevate her business.
The APPROACH:
We stress-tested and explored her appetite for scale. What would the experience of the business feel like? What would the biggest success look like? What would her role be in it?
We spent time extracting the gold from her journey into film, what she feels passionately about in the industry, how she does things differently.
Story-work was the big unlock.
The POSITIONING:
We craft HIGH PROFILE films that ACTIVELY DRIVE CHANGE through a deep commitment to our CRAFT, our RESPONSIBILITY and HUMANITY.
A bigger, higher-value space around behavioural change.
Using CRAFT as a tool to elevate. It speaks to how she creates the magic, based on her background in creating trailers for Hollywood blockbusters.
Ethical film-making, a core personal value and a superpower in sensitive topics.
THE STRATEGY
We told a deeper story about the business with a marketing strategy based around three core pillars: Craft, Responsibility and Humanity. Designed for wild difference.
This becomes real through assets. Named and given brand identities of their own.
Industry events and newsletter.
Creation of a collaborator network.
We built Carly’s belief with a full emotion Brand Manifesto and step-by-step activation.
