The brief
Imperial runs a program that trains people from the North to do the work in the North. All you need is a high school diploma and the willingness to show up and learn. They wanted to show it through the people who came up through it, so more people would see themselves in it and apply.
On the ground
Everyone in the film is from the North. They came from the Sahtú, have roots there, and applied for the program. Many had never expected to be on camera. We took the time to let them settle, so they could tell their own story in their own way.
We filmed in Norman Wells in October, over a few days of snow and cold, following each person through part of their working day. As the day went on, people loosened up and we got to know them better.
There is a lot of humanity in every organization we work with. Our job is to tell its mission through the people who work there, because they are the ones who make it what it is. What began as a set of individual profiles became one brand story for the program, with shorter cut-downs made for social media: faces the communities know, to encourage their neighbours and families to apply.
What it did
Imperial loved the individual profiles, and loved the brand story even more.
- A brand story for the program The profiles were cut together into one film, which lives on Imperial's website.
- Close to home on social media Shorter cut-downs of the individual profiles, made for the communities and the people who know them.
