Workplace by Meta, the behemoth professional platform, needed to communicate relevance coming out of the pandemic. The message was that you could connect your entire workforce, from CEO to front line staff.

So it was a no-brainer to send CEOs like Shai Weiss of Virgin Atlantic to the front lines of their businesses to see what life was like for the rank-and-file, and connect with them on a human level, with barriers broken down by shared experiences and unity of purpose. I scripted a set of hero films, shot on location in Heathrow Airport with Virgin Atlantic… and LA with Royal Ambulance.

The goal was to keep it feeling human, grounded authentic - with real interactions in the face of corporate blandness. Both ended up being quite emotional - not least because of some serious shooting set-backs that meant we had to improvise or risk the entire project.

Beyond the films, distributed on social, the campaign lived in billboards, newspaper spreads, digital banners and screens in the Meta offices. The result was a significant uptick in new business for Workplace.