The brief
Telling the real story of charity impact.
The Army Benevolent Fund is the British Army’s national charity, supporting soldiers, veterans, and their families through times of hardship.
They asked us to create a film that could connect with individual donors online, encouraging people to support their work through a powerful, human story.
At the centre of the film was George, whose experience needed to carry the emotional weight of the piece. The aim wasn’t just to explain what ABF does, but to show the real impact of that support in a way that felt honest and personal.
The challenge was condensing a long and complex story into a 2–3 minute film without minimising what George had been through. It also couldn’t fall into the trap of becoming a charity explainer. A version focused too heavily on ABF would have stripped away the emotional connection, but equally, the film couldn’t ignore the role the charity played.
On top of that, tone was critical. George’s story includes genuinely difficult experiences, so the film couldn’t feel overly polished or relentlessly positive. At the same time, it was important not to frame his story in a way that invited pity. The balance had to feel respectful, grounded, and real.
What we did
How real stories match up with charities’ mission.
We built the film around George’s story, keeping the focus firmly on his experience from start to finish.
We spent a full day with George at his home, which allowed us to create a relaxed environment and capture both a sit-down interview and more natural, observational moments. The interview formed the backbone of the film, with George guiding us through his story in a largely chronological way, speaking openly about each stage of his journey.
Alongside this, we captured b-roll that reflected his personality and day-to-day life, including the all-terrain wheelchair funded through ABF’s support. This helped ground the film visually, giving the audience a clear sense of how that support translates into real, tangible change.
We also filmed with an ABF representative, but rather than positioning the charity as the central voice, we allowed it to sit naturally within George’s story. Because his experience directly involved ABF, their role never felt bolted on. It became part of the narrative rather than something layered on top.
From a storytelling point of view, the priority was honesty. We worked with George to move through his story without softening the more difficult moments, while making sure everything was handled with care. The aim was to create something that felt authentic and respectful, while still carrying enough emotional weight to connect with an audience.
The technical
Concept
Story development
Filming
Interview direction
B-roll capture
Editing
Sound design
The result
An impact story that made a real difference.
The final film is a grounded, personal story that moves from challenge and uncertainty towards resilience and independence.
By keeping the focus on George, the impact of ABF’s support becomes clear without needing to be over-explained. The audience is able to see the difference that support has made in a real, tangible way, while connecting with George as an individual rather than a case study.
The film is used across ABF’s online channels, with strong feedback from the client, landing as a piece that feels both honest and emotionally engaging, while still supporting their wider fundraising goals.
