The brief
Centre for Ageing Better commissioned an event film to capture the momentum behind its Age Friendly Employer pledge and encourage more organisations to take part.
The audience was employers, business leaders, and decision-makers with the power to shape workplace culture and policy. The film needed to speak both to organisations already engaged with the pledge and to those considering whether to sign up.
This was about more than documenting a conference. The final piece needed to showcase the value of attending future events, highlight the benefits of joining the movement, and encourage employers to create more inclusive, age-friendly workplaces.
The pledge matters because ageing at work is something that touches almost everyone. Creating workplaces where people are valued fairly, regardless of age, is not just good practice, it is a question of dignity and fairness across every sector. That set the tone for the film. Age discrimination is a serious and often overlooked issue, but the message couldn’t feel heavy-handed or bleak. It needed to acknowledge the problem while still feeling positive, practical, and forward-looking so that people felt empowered to sign the pledge.
There were also the usual live-event pressures. The production had to capture the day effectively without disrupting the experience for attendees.
What we did
We approached the film as both a highlights piece and a recruitment tool for future engagement.
Across the day, we captured a mix of keynote moments, panel sessions, networking, conversations, and attendee interactions. This gave the final edit energy and variety, while showing the event as a genuinely valuable space for employers to learn and connect.
We combined this with vox pops from attendees and contributors from Ageing Better, helping the audience hear directly from people involved rather than relying only on event footage. These voices added credibility and helped communicate why the pledge matters in practical terms.
Visually, the approach was clean and professional, allowing the content of the day to take centre stage. Rather than forcing a stylised look, we focused on strong coverage, clear storytelling, and capturing authentic moments as they happened.
Where possible, we also retained live sound from the day to add atmosphere and realism. This helped the film feel less like a generic montage and more like an event with genuine momentum.
From a production point of view, planning was key. Events move quickly, and many moments only happen once. By thinking in terms of story rather than simply coverage, we were able to capture not just what happened, but why the day mattered.
The technical
Event filming
Vox pops
Live sound capture
Editing
Social cutdowns
The result
The final film positions the Age Friendly Employer pledge as a positive and practical movement that organisations can be part of.
By combining real voices with the energy of the event, it encourages employers to attend future events, engage with the pledge, and consider how their own workplaces can improve.
The film was well received and led to further work across multiple events, which was a good sign that the approach had connected with the client.
