We were set to film in March 2020 – but the emergence of COVID-19 in Manitoba changed circumstances immediately. Both the RRM team and the UpHouse team agreed that we couldn’t safely film their employees when we were so uncertain about the severity of the virus. So, we reimagined the campaign execution, while seeking to maintain the heart of the story we had created. How could we feature real employees’ stories without filming anyone?
Sticking with the original concept, we instead used slow-motion stock video coupled with a voiceover and animated text overlays to capture the idea of people writing the next chapter in their stories at Red River Mutual. The scripts were still rooted in real employee experiences from our focus groups – so we didn’t lose the thread of authenticity we were chasing from the beginning.