Inspiring staff and students with the launch
of Dixons Academy Trust’s new campaign.
We went back to school for Dixons Academy Trust’s new campaign ‘Discover Dixons’. The Trust has 12 schools in Bradford and Leeds, which challenge educational and social disadvantage. They make a difference where it matters most. So we were delighted to be tasked with delivering a film that championed all the amazing things that the schools offer to both students and teachers. Collaborating with our friends The Specialists, we developed a creative approach for the campaign film that suited Dixons’ personality.
The film was launched at Dixons Academies Conference to staff across the Trust. Then after the event, it was posted across Dixons’ social channels. With over 7,000 views and over 100 likes on Twitter, the film has since had fantastic engagement from the Dixons community.
We wanted to capture the magnitude of Dixons Academy Trust, filming in four different schools over two days. So to make the most of the time in our jam-packed shoot schedule, we used two cameras as well as a gimbal to stabilize the camera during filming. This nifty bit of kit brought smooth movement to shots without a long set-up time. As a result, we could follow the bustle of school-life without imposing on the lessons. Similiarly, the shooting style also gave us the flexibility to film as many different classes and activities as possible.
Weaving this footage with existing imagery from the other schools in the Trust, the film shows the diversity and opportunity within the Dixons community. The edit builds in energy, starting with the quiet beginning of a new day, heightening as we reveal the discoveries students and staff make every day. After that, The Specialists wrote a cracking script that complemented the footage. Then, we designed and animated text and graphics, highlighting the activity and creativity that takes place throughout the Trust.