This is one of the most extraordinary projects I’ve been involved in.
It started as a brief for an ad to get people to become members of Picturehouse Cinemas.
The budget was tiny for a commercial, but ‘decent for a short film’ as I lamented in the briefing.
That offhand comment lead to the project becoming not about advertising the membership, but creating a whole new members benefit. To showcase the power of belonging and the talent and diversity of the Picturehouse members.
The Picturehouse Members Film Competition attracted 500+ scripted entries on the theme of ‘belonging’. It was judged by a panel including Barbara Broccoli (James Bond Producer) Asif Kapadia (Director: Amy, Senna) Ben Roberts (CEO BFi) Edith Bowman (TV Presenter) and me. With the winning entry being produced by McCann and shown on 200 Picturehouse screens for 3 months ahead of each feature presentation.

The result is: We Rise – a documentary short following a group of people who face daily challenges in their lives, but are able to come together to make music and challenge stereotypes.

(Coming soon: Single and pop video release of Delta 7)