It's More Than a Fridge
Crafting a new narrative to promote a thriving food-waste initiative
Challenge
The Community Fridge Network is made up of 800 thriving fridges across the UK, each helping communities come together to share food, reduce waste, learn new skills, and build connections - collectively sharing the equivalent of 24 million meals in 2024 alone.
The network’s rapid growth meant it’s promotional film was in need of a refresh to highlight the huge social impact of the network and to support fundraising efforts.
Client
Hubbub
Services
Creative direction, project management, concept development, creative strategy, scriptwriting, storytelling
Approach
As the Art Director, I was involved in both the creative and production. I consolidated business development needs to inform a strategy that would enable the film to stand the test of time, as the project continues to scale. I identified social impact of the community fridges on the communities they serve as a significant and unique theme that sets the project apart from others in the food space, but was underrepresented in the existing film.
Leading with this hook, I compiled real stories and experiences from those who have benefitted from the network first-hand, to form an insight-led narrative that tells an authentic story of the project. I organised the logistics of filming, managed budgets and briefed our production partner, Chocolate Films to bring the new and improved film together.
