We produced a Direct response TV commercial produced for ICRC to incentivise donations and raise awareness of their work.

  • Project Name
    Sign of Hope
  • Client
  • Director
    Rob Pitman
  • DOP
    Chris Fergusson
  • Producer
    Becky Griffiths
  • Editor
    Rob Pitman
  • Grade

The Ad had to convey the immediacy of the ICRC’s response to crisis, showing teams on the ground but without using shocking or gratuitous imagery to get the point across. The film had to utilise in-field stock footage but needed a narrative thread to tie it all together. The team carefully selected in-field footage which captures the journey ICRC volunteers undertake to deliver aid to people across the world.

We then intercut this footage with studio shot scenes of a drummer. The drumbeat drives the tension, as ever-faster cuts flicker between devastating landscapes to parallel the humanitarian crisis that the organisation encounters every day. Intricate sound design was then employed, to build a cacophony of noise, this orchestra of chaos is then silenced, revealing a quiet moment of hope that comes with the ICRC’s arrival.