The landmark was only part of the place.
Medical More was widely associated with its medical college. Our team spent ten days in the neighbourhood, speaking with residents and business owners. Those conversations brought other parts of local life into view: longstanding businesses, personal histories, everyday frustrations and hopes for the area.
What we heard changed what we filmed.
The opening film looked beyond the college. A legacy series introduced the people behind local businesses, and voxpop films asked residents about the amenities they wanted. Pride and a wish for change could sit in the same campaign because both were present in the conversations.
Research should change a decision.
The work was commissioned ahead of a real estate development. That context made it important to reflect the people whose neighbourhood was being discussed. The value of the research was visible in who appeared on camera and what we asked them. When reviewing a brief, identify the observation that changed the proposed work. If the plan would be identical without the research, it may need another look.