Anthony Nolan ‘Letters of Hope’

When this leading cancer charity asked us for some ideas for an awareness campaign, we suggested making a film based on the wonderful letters that donors and recipients sometimes exchange. We know that often warm and special relationships develop between people who’ve been through cancer treatments and the donors who give their blood cells, so we were certain we’d get a wonderfully intimate and emtional film.

The simple concept of the film was to show the reactions of a donor, a nurse and a volunteer couriers as they opened and read letters from the people’s whose lives they’d changed. Over the course of planning evolved into a richly textured video that adds user generated video and home-recorded voice over to the mix.

Anthony Nolan have an amazing network of storytellers who are willing to share their experiences, and a very skilled story manager who’s adept at finding great people, so within a few weeks we were able to start our process of pre-shoot research interviews and scripting.

Social video

A key part of the commission was to create a teaser video for social media and for email, that would alert supporters to the main film and start to generate a buzz around the hero film. We were able to pre-plan a series of sequences and shots that we knew would not only create a highly watchable film in its own right and also create an intriguing invitation to watch more…

Campaigning against violence

There’s been a shocking rise in the number of assaults and reports of abuse or intimidation of retail workers, with over 400 incidents a day and some workers reporting problems weekly. Magneto was asked by the Sussex Crime and Police Commissioner to produce a national campaign to highlight the issue.

We came up with an approach that focused on the people behind the uniform, using the voices of partners or relatives to make an emotive film that shows the impact that continued harassment has on workers lives.

Made for social

Commissioned to attract attention to the campaign, we made a hero film plus 3 social media films that were designed to be used in conjunction with a poster campaign and press coverage. On Twitter alone hero film achieve 15,000 views in the first 12 hours.

Storytelling for public sector

We suggested focusing on the stories of 3 retail workers, contrasting their personal lives and the impact that the constant threat of violence has upon their well being. The stories were made even more poignant by using their partners or children to tell their stories.