Achieving multiple objectives via compelling story.

With the StandProud project, our challenge was to create a video that

• outlines the program basics

• broke stigma associated with disability

• engaged a global audience, and

• highlighted volunteer connection to the cause.

To achieve these objectives, we built a story around Landry, whose determination to play football (soccer) motivates his very first steps.

• Through his story, the viewer is introduced to StandProud's key programs: mobility devices, confidence building activities, education, rehabilitation homes and an extended sense of family.

• Stylistically similar to sports ads, the football matches emphasize players' agility and strength, helping to dispel stereotype and stigma.

• Looking to position the film for a global audience, football also holds a uniquely ubiquitous appeal. Additionally, the story moves forward through music rather than dialogue, thus removing language as a barrier to viewer connection.

• The ultimate connection, though, is revealed in the end: most of StandProud's volunteer craftsmen experience lower-limb mobility issues themselves.

International response and earned media.

Un Architecte, released in the online magazine Bittersweet Monthly (Nov 2015), has since garnered earned media and industry accolades including:

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Vimeo Staff Pick // 63K+ views and 1.8k+ likes

ONE shared the film via their social accounts @onecampaign

Featured articles by The Music Bed and FreeFly

2016 Webby Awards Honoree

2016 One Screen Official Selection