Requesting Backup
The turbulence of life through the eyes of a serviceman.
This film is the centrepiece of a fully-intergrated brand awareness campaign by SSAFA the Armed Forces charity, shown on social channels and tested on railway platforms, radio stations and digital spots, with a view to being rolled out nationally. The aim of the campaign is to connect with SSAFA’s audiences on an emotional level and communicate the breadth of experiences necessitating the charity’s services.
The narrative is anchored on the viewpoint of a single character, whose memories morph around him to reveal his journey into service and its aftermath. Shot on a single stage, this is a stylised treatment of a complex life — illustrating scenes of training, combat, family life, personal strife and rehabilitation. Lighting, staging and make up/costume change with each vignette. The surrounding action further leans into the concept as stage hands move props about, and weave in and out of frame while the focus remains firmly on the protagonist.
In the edit, matching continuity further centres the narrative on the main character, so we can fully empathise with the weight of his emotional journey. The grade and sound design enhance the textures of his relived experience, while the poetic internal monologue deliveres powerful messaging.
Agency: Morever
Client: SSAFA
Creative Director & Script: Dan Mellor
Senior Produce: Tom Windsor
Design Director: Mark Allin
Runner: Gabs Morrissey
DoP: Ben Liddell
Camera: Sam Cordell
Hair & make-up: Annelie Byström-Turner
Edit support: Kazz Thompson
Editor: Vasil Dzhagalov
Featuring: Alex Crockford, Catherine Douglas-Holm, David Abecassis, Eric Abecassis, Wendy Simeon, Chris Agha
