Live everyday with #NoFilter

This weekend sees the annual Pride march in London and in a bold move, Pride in London has staked a claim to the #nofilter hashtag and built its campaign film around the idea that you’re seeing the people as they really are.




Created to be part of the celebrations of this weekend’s Pride in London march this film features celebs like Graham Norton, Sir Ian McKellen and Stephanie Hirst talking about what living life with no filters means to them.

Building on the Instagram hashtag theme, the film is built around the idea that we’re viewing people on a mobile phone as they tell us about their pride and openness about their sexuality. It’s an uplifting, assertive film that takes a scripted and planned approach to delivering its message. The campaign’s been supported by ads and video on the Underground and a clever ‘digital out of home’ experience at Westfield shopping centre: visitors to poster sites will be able to watch 5 celebs – Sir Ian McKellen, Speech Debelle, David Ames, Sophie Ward and Stephanie Hirst  – talk about the first time they ‘lived life with no filter’. Viewers can step into sound showers to hear what the contributors are saying.

It’s an ambitious land grab on a popular internet meme that’s aimed at driving the influence and message of Pride beyond the streets of London. The film itself is slick and well made but ironically – given that a phone central to the treatment – I’m not sure that it views well on a mobile device as there is a lot of dead space around the phone and the talking heads may be quite small unless you’ve got a phablet.

If you’ve never been to pride – (I’ve filmed the event twice – once with gay rights icon Bette Bourne and once with veteran campaigner Peter Tatchell) it’s really worth going along to watch the parade. The sight of uniformed groups from the Police, Armed Forces and Unions proudly marching alongside much more flamboyant groups is quite moving. After the terrible events of Orlando and Batley & Spen, it’s important more important than ever to witness a mass outpouring of love and tolerance.

Made by WCRS and Exterion Media.

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Jeremy Jeffs is a documentary film maker with 15 years experience of directing films for BBC, Channel 4, National Geographic and PBS. He’s recently finished work on a history of China, with broadcaster Michael Wood and his recent feature documentary, Bette Bourne, was shown at the London Film Festival, Sheffield International Documentary Festival and the V&A. More about Jeremy

Magneto Films Logo London video producersMagneto Films is an award winning production company that specialises in working with the charity sector, not-for-profits and the public sector. We specialise in telling real stories, working with casestudies and real people to make films that move people to action. More about Magneto Films

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