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NATIONAL BIODIVERSITY MAJLIS
(overview)
A flagship brand film created to make national-level biodiversity communication feel more emotionally immediate, culturally resonant and publicly engaging. The project reframed policy-led messaging through wonder, human perspective and cinematic storytelling.
(info)
The Challenge
The Challenge
The brief was to communicate national-level biodiversity policy in a way that could engage audiences beyond institutional messaging, balancing authority with emotional resonance. The communication needed to carry policy weight while reaching people on a more human level.
The brief was to communicate national-level biodiversity policy in a way that could engage audiences beyond institutional messaging, balancing authority with emotional resonance. The communication needed to carry policy weight while reaching people on a more human level.
Strategic Approach
Strategic Approach
Rather than treat the initiative as a conventional policy communication exercise, I developed a narrative approach rooted in wonder-led storytelling. Using human perspective and visual metaphor, the work reframed abstract environmental themes as something tangible, felt and worth reconnecting with.
Rather than treat the initiative as a conventional policy communication exercise, I developed a narrative approach rooted in wonder-led storytelling. Using human perspective and visual metaphor, the work reframed abstract environmental themes as something tangible, felt and worth reconnecting with.
Creative Expression
Creative Expression
The creative logic was to build a film that could function as both a premium standalone piece and a broader narrative uplift for the initiative. By moving away from purely institutional codes and toward a more cinematic, first-person structure, the project expanded the range and reach of the communication.
The creative logic was to build a film that could function as both a premium standalone piece and a broader narrative uplift for the initiative. By moving away from purely institutional codes and toward a more cinematic, first-person structure, the project expanded the range and reach of the communication.
Impact
Impact
Directed a cinematic brand film designed to elevate the messaging beyond traditional branded communication, ensuring the emotional tone and strategic intent stayed aligned in the final work. The result was a more distinctive and engaging piece that deepened brand engagement and provided ATL uplift.
Directed a cinematic brand film designed to elevate the messaging beyond traditional branded communication, ensuring the emotional tone and strategic intent stayed aligned in the final work. The result was a more distinctive and engaging piece that deepened brand engagement and provided ATL uplift.
CATEGORY
CATEGORY
STRATEGY / CAMPAIGN
STRATEGY / CAMPAIGN
ROLE
ROLE
Creative Director, Writer, Director
Creative Director, Writer, Director
Credits
Credits
Credits
Client:
Client:
Fortune 500 Multinational
Agency:
Agency:
MGM
Creative Director:
Creative Director:
Aaron Bensaude
Writer:
Writer:
Aaron Bensaude
Director:
Director:
Aaron Bensaude
Producer:
Producer:
Danielle Clark, Halima Sabir
DP:
DP:
John Seddon
Production Designer:
Production Designer:
Costume Designer:
Costume Designer:
Editor:
Editor:
Nick Christie
Composer:
Composer:
Sound Designer:
Sound Designer:
VFX Supervisor:
VFX Supervisor:
Cast:
Cast:
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