1st Formations 1

Project: Brand Awareness video (concept & script)

Sector: Corporate services

Date: August 2024

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Get

Budding entrepreneurs and founders

Who

Are considering setting up their own business

To

Form a company with 1st Formations

By

Motivating them with an ad about an underdog business owner

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Concept & script process

1st Formations’ research shows that many business owners put off setting up a company due to low confidence. I wanted to create a narrative where a business owner rises from the ashes of their own self disbelief to create a highly emotive success story. 

To get vulnerable, and push myself creatively, I took inspiration from spoken word poets like George the Poet, Harry Baker and Kae Tempest.

Inspired by purpose

I think at some point we all feel a little lost and need direction. The budding business owner is a fascinating target audience to dig into and explore what drives them to go their own way. I was very inspired by the existing 1st Formations customer base who tell stories of fighting inner demons and following a ‘calling.’

Barbershop reflections

I collaborated with a videographer on the production of Find Your Purpose. We decided to set the story in a barbershop for one key reason - mirrors. The mirrors are a device we used to bring the poem to life, with the character talking directly into them, reflecting on his journey with himself and also the audience. 

Full script:

“Find your purpose”

Purpose. It’s a huge word.

In school, during college and at work they told me, you’re too lazy, too impossible, too quiet, too loud, too proud… too nervous …to ever have a real purpose. But in life, we’re told a lot of things, aren’t we? Like, be different, but not that different. Fit in but also stand out. Speak up but don’t shout. Don’t be afraid to fail, but always, always win. Be vulnerable, but grow the thickest skin. Be smart, never slow, be the salmon swimming upstream, but also go with flow. Be a certain way, or they’ll say [break in the rhythm] “you’ll never make it.” [pause] Well, I say…watch me. Forget what they say, forget the chaos and the grind, my purpose was always in me, for me to find. My own path, my own choices, my own story. [break in the rhythm] To do things my way [pause] Because my purpose isn’t to be different, it’s to be magnificent. Which no one ever believed possible.

Because everything is impossible. Until it isn’t.