Cornwall Council

Jan 2025

Cornwall Council's 'Proud to Care' initiative brings a human-centric approach to regional recruitment, highlighting the personal connections within the local care sector. The campaign features a montage of everyday moments, documenting community interactions from beach walks to assisted meals, leaning into a documentary-style aesthetic. Produced with creative direction from AdSmart from Sky, the film utilizes live-action techniques and natural lighting to emphasize an authentic, grounded atmosphere. The project serves as a recruitment asset for the Public Awareness sector, prioritising genuine expressions of community support over traditional promotional messaging.

Documentary, Horizontal, Clean

Public Awareness

Brand Film / Corporate Video