Case Study: We Are The Message: The Story Behind a Bold New Promo Video
A New Challenge
It was 2019, and I was working in The Message Trust’s Creative Department as their senior videographer when the task landed on my desk: “We need a new promo video.”
Now, The Message’s work is nothing short of extraordinary. They transform lives in some of the toughest places—working in schools, prisons, and deprived communities, putting on high-energy gigs, and even driving a youth centre on wheels into the hardest-hit neighbourhoods. But their promo videos? Well, let’s just say they didn’t quite capture the energy and passion of what was happening on the ground.
Every year, the formula was the same. Andy Hawthorne, The Message’s Founder and CEO, would stand in front of the camera, delivering heartfelt reflections on the year’s work. B-roll clips of the team’s projects would be layered in, but the final result always felt flat. And trying to cram everything The Message did into one video felt like an impossible juggling act.
This time, we knew we had to go back to the drawing board and do something new.
Rewriting the Rulebook
From the beginning, it was clear: the old formula wasn’t going to cut it. We needed something bold, something that would grab people by the heart and not let go. But how do you tell the story of everything The Message does without overloading the viewer?
One thing we did have in abundance was stunning photography, captured by The Message’s in-house photographers. These weren’t just pretty pictures—they were raw, real, and brimming with emotion. You could see kids in schools hearing messages of hope for the first time. You could feel the life change happening in those tough neighbourhoods. You could sense the energy of a youth gig packed with young people hearing about Jesus. We kept coming back to those photos. So we asked ourselves: What if, instead of over-explaining with long speeches or voiceovers, we let the photos do all the talking?
And then came the spark: Let’s not just show the work; let’s show the talent behind it too.
That’s when the idea really took shape. We decided to:
Showcase the incredible photography taken by The Message’s in-house team.
Pair it with a custom track from one of The Message’s very own music producers—something powerful enough to stir hearts.
Add something unexpected—a spoken word piece. We reached out to one of the Creative Mission team members, who was also a gifted spoken word artist, and asked him to write something that captured the heart of The Message and wove all the threads of its work into one beautiful story.
No long voiceover. No piece to camera. Just raw visuals, moving music, and powerfully written words.
Building Something New
From the beginning, it felt like we were onto something special. As the images came together on screen, paired with the rising beats of the track and the power of the spoken word, it started to feel alive.
The photos gave glimpses into every aspect of The Message’s work: the kids in schools hearing messages of hope, the Message bus pulling into a tough estate to become a lifeline for young people, the gritty reality of prisons transformed into places of new beginnings. The music built steadily, pulling you in. And the spoken word tied it all together, bringing depth and heartbeat to the story.
But more than that, the film showcased the extraordinary talent within The Message’s Creative Department. Every note of the music, every frame of the visuals, and every word of the spoken piece came from their in-house team.
It wasn’t just a promo video anymore—it was a declaration of who The Message was and what they stood for: WE ARE THE MESSAGE.
The Big Reveal
The moment came to unveil the film at The Message’s annual conference. Hundreds of people sat in the auditorium as the lights dimmed. The opening notes played, and the first images filled the screen.
By the end, the response was electric. People were moved and inspired. It wasn’t just a video—it was an experience.
But what came next was even more incredible. Year after year, The Message had produced new promo videos, each one quickly replaced by the next as the old one became dated and tired. But this one? It didn’t just work for 2019. It stuck. It’s still being used today—standing as a testament to what can happen when you take risks and reimagine the way you tell a story.
Looking Back
This project stands out as one of the proudest moments of my career—and one that gave me the confidence to go out on my own and start Create Friday Studio. It wasn’t just about making a video; it was about taking a leap. Scrapping what was safe and familiar. Trusting that the visuals, the music, and the spoken word would be enough to tell the story.
And it worked. The film didn’t just show off the work of The Message—it embodied it. Every frame, every beat, every word reflected the heart of the organisation.
Five years later, I still look back at that project and feel the same excitement I did when we first hit play. Sometimes, the best ideas come when you dare to rewrite the rulebook.
And that’s exactly what we did.
What story do you want to tell?
If your organisation has a cause that matters, let’s bring it to life. At Create Friday Studio, we specialise in crafting visuals that drive real change.
Get in touch, and let’s make a difference—together.
