EDAW 2025
Beat
The Brief
Revealing the Hidden Struggles of Eating Disorders
Sectors: Charity | Campaigns
Services: Film
Anyone Can Be Affected
Our film for Beat is a heartfelt exploration of the unseen battles that many face. It challenges the conventional narrative around eating disorders, revealing that these struggles don’t conform to stereotypes; and they can affect anyone, regardless of age or background. Drawing on personal experience and a collaborative creative process, we set out to tell a story that is both deeply emotional and universally resonant.
The Concept
A challenge to preconceptions
Deliverables:
- Hero Film
- Social Cut Downs
The idea began with a collaborative effort at Meantime. Initially conceived by Luke Billing, the goal was clear. He aimed to build a swift bond between our main characters, ensuring the audience needed to feel invested from the very first scene. We introduced a diversion that made viewers believe they knew the outcome. Then came the twist; a challenge to their preconceptions.
Luke drew on his own experience of taking his daughter to her football games; a familiar moment of connection is something many families share. This personal touch laid the foundation for our narrative. The story follows a familiar, almost stereotypical path, before shocking you by revealing that eating disorders aren’t always obvious.
Our idea was submitted alongside other video production companies’ concepts, and once selected the real work could begin. Collaboration with Beat, along with Director Joe Murray and Producer Kellen Playford, helped us refine the script until it was strong and sensitive.
Production
How It Was Brought to Life
Director Joe Murray brought the script into reality. One of the biggest challenges was balancing a dual narrative. Each scene had to show the daughter seemingly struggling with an eating disorder while hinting at a deeper issue with the father. Joe and the actors worked closely together until both narratives were faithfully represented.
Joe and the team chose an experimental anamorphic lens setup. This technique channels the visuals to the centre, creating a beautiful yet slightly tunnelled effect. The viewer feels a bit boxed in – an effect that mirrors the characters’ internal struggles.
On a personal level, this film was a difficult one for Joe. In his early twenties, he wrestled with some of the same themes explored in the film, and after years of moving past it, revisiting that headspace was tough. He was open with the cast, especially during the final scene where the father confronts his reflection. The raw vulnerability of that moment was deeply felt by everyone, and the entire team worked to ensure that every emotion was real and relatable.
“This hit hard! It’s so powerful. Thank you for breaking the stereotypes ❤️”
Final Thoughts
Honest conversations about mental health
This film makes a powerful statement. It shows that eating disorders can affect anyone and challenges the stereotypes we often see. It is a story of hidden pain and unexpected vulnerability. We hope it sparks empathy and honest conversations about mental health.
As one of the video production companies dedicated to helping non profits, we strive to create work that resonates and inspires.
Credits
Director
Joe Murray
Writers
Luke Billing
Joe Murray
Kellen Playford
Producer
Kellen Playford
Editors
Joe Murray
Jessie Campbell
Camera Assist
Ben Lambert
Sound Design
Luke Billing
Related work
The Trussell Trust
Foodbanks 2024