St Pancras Activation Campaign Films
RNID
Intro
It Does Matter
Sectors: Charity | Campaigns
Services: Film
St Pancras Activation
For Deaf Awareness Week 2026, we partnered with RNID to create a suite of campaign films around a major public activation at St Pancras International Station. At the heart of the campaign was a powerful idea: many deaf people experience communication barriers every day, yet those barriers often remain invisible to the hearing world.
The Challenge
Turning a One-Day Activation into Campaign Films with Lasting Impact
Deliverables:
- Hero Campaign Film
- Social Content Suite
- Event Coverage
- Interview Content
- Vertical Cutdowns
RNID’s activation at St Pancras was designed to stop people in their tracks. At the heart of the station stood a large transparent box, representing the communication barriers many deaf people face every day. However, the real challenge was making sure that message reached far beyond the thousands of people who experienced it in person.
The installation lasted for just one day in one of the UK’s busiest public spaces. So, we had one chance to capture it. At the same time, we needed to produce a suite of campaign films that could support RNID’s wider communications across social media, PR, stakeholder engagement and fundraising.
Live events rarely unfold as planned. Public reactions can’t be scripted. Meaningful moments appear without warning, and the pace changes constantly. Therefore, we combined documentary-style filmmaking with a carefully planned production approach. That allowed us to capture both the spectacle of the activation and the human stories that made it so powerful.
Our Approach
Two production teams working simultaneously
To cover every part of the activation without missing a moment, we deployed two production teams that worked side by side throughout the day.
While one crew focused on the installation itself, capturing authentic public reactions, conversations and interactions inside the box, the second team ran a dedicated interview setup. As celebrity supporters, campaign ambassadors and RNID spokespeople arrived and were chaperoned across from the activation, the were moved seamlessly through interviews before returning them to the live event.
Meanwhile, our roaming crew stayed immersed in the action, anticipating moments rather than directing them. By working this way, we captured genuine emotional responses, spontaneous interactions and the atmosphere of one of the UK’s busiest transport hubs without disrupting the experience for participants.
Because the campaign needed much more than a single hero film, we planned every interview, camera position and shooting window around RNID’s wider communications strategy. As a result, the day generated a rich library of campaign films, social-first edits, interviews and supporting content that could continue telling the story long after the activation had finished.
Final Thoughts
Extending the life of RNID’s Deaf Awareness Week activation
The finished campaign films transformed a one-day installation into a long-term storytelling asset for RNID. Rather than relying solely on the audiences who passed through St Pancras, the charity gained a suite of content that extended the campaign across social media, PR, stakeholder communications and fundraising.
Equally importantly, the films preserved the authenticity that made the activation so powerful. By combining honest public reactions with pieces to camera from campaign ambassadors and RNID representatives, we created content that not only documented the event but also encouraged wider conversations about inclusive communication and the everyday barriers faced by deaf people.
Most importantly, the campaign continues reaching new audiences long after the installation had disappeared, helping RNID maximise the impact of its Deaf Awareness Week campaign through strategic, story-led campaign films.
Credits
Videography
Ben Lambert
Joe Murray
Producer
Annu Kolthammer
Editor
Ben Lambert
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