Crafting Diverse Human Stories for the UN Refugee Agency
Client: UNHCR, The UN Refugee Agency (via Blue State)
Project: Ongoing Campaign Video Development
The Challenge
The UN Refugee Agency (UNHCR) has a critical global mandate, but communicating the human reality of the refugee crisis requires more than headlines. The challenge was to cut through "compassion fatigue" and create a series of powerful, emotionally resonant video campaigns for different strategic objectives.
The unique production constraint was that all videos had to be constructed from UNHCR’s own vast, global asset library. The task was not to shoot new footage, but to act as a narrative detective: to dive into a massive archive and unearth the authentic, intimate moments that could tell specific, powerful stories.
The Work: A Partnership in Storytelling
The work involved a close partnership with the agency Blue State to understand the precise goal of each campaign and then meticulously build the narrative from the ground up in the edit suite. This required a deep sensitivity to the material and a clear vision for the desired emotional outcome.
Campaign Spotlight: "Who is a Refugee?"
Objective: To humanise refugees beyond the label and connect with audiences on a personal level for a winter appeal.
Execution: The edit was constructed around a series of intimate, relatable snapshots of family life, focusing particularly on the often-overlooked role of fathers. By pairing poignant questions like "Who is a doting dad?" with authentic footage, the film directly challenged viewers to see individuals, not statistics, before delivering the urgent call to action.
This project was part of a broader body of work, with each film tailored to a specific strategic goal. Below are two further examples, each with a distinct tone.
Campaign Spotlight: "Choices"
Objective: To explain the impossible reality faced by families forced to flee, and to clearly communicate UNHCR's essential role in their journey.
Execution: The narrative was built around the powerful first-hand testimony of a mother named Zeinab. Her story provided the emotional anchor for a film that explored the heartbreaking choices families must make. The edit then transitioned from this personal story to a broader explanation of UNHCR’s global mandate, using archival footage to illustrate the scale and importance of their work providing shelter, food, and safety
Campaign Spotlight: "Born Connected" (Eid Mubarak)
Objective: To create a celebratory, feel-good film for a Ramadan Zakat campaign, thanking donors and breaking from the traditional, often sombre, tone of NGO advertising.
Execution: This required a complete tonal shift. The edit was a joyful, energetic montage of children from around the world shouting "Eid Mubarak!" It was deliberately crafted to be uplifting and hopeful. By focusing on celebration and community, the film provided a refreshing and impactful way to thank participants and strengthen the sense of global connection.
The Impact
This body of work provided UNHCR and their agency partner with a versatile suite of powerful campaign assets. It demonstrated the ability to craft distinct and effective narratives, from urgent appeals to organisational explainers and celebratory thank-you films, all from a single, complex source of footage. The project stands as a testament to the power of post-production to not just assemble content, but to build soul and strategy into a story.