This important day shines a spotlight on people living with disability, breaking down barriers and giving them an opportunity to feel heard.
The Department of Social Services (DSS) gave BEING the opportunity to contribute to IDPwD in 2022 and 2023 by zooming in on the lives of ambassadors living with disability in Australia.
We delivered brand ambassador videos and social content reflecting the values and aspirations that IDPwD symbolises.
Through a strategic video workshop, we chose to elevate the IDPwD identity by turning branding features into real-life elements of the production. This new approach helped us showcase the dynamic stories of the ambassadors, framing them in distinct spaces that would place them at the centre of the Day’s message.
Our visual style used colours inspired by the IDPwD logo, including orange, light blue and lilac, to present the ambassadors and their journeys in a playful and engaging way.
With inclusivity and accessibility front-of-mind, we collaborated on a production program which ensured the requirements of IDPwD ambassadors were met. This involved a content plan, production schedule, design concepts, style frames, and tailored interview questions.
Our team created an environment that fully catered for the variety of differing abilities in the studio, enabling everyone to deliver an authentic and powerful interview. This included use of the teleprompter EyeDirect Mark II, which tracks the eye movement of talent for those who aren’t able to maintain eye contact with the camera. We also brought in assistive technology to ensure non-verbal ambassadors’ responses were communicated as intended.
In a four-minute hero compilation, ten individual brand ambassador videos, and social media assets, ambassadors share their experiences, directly to camera, against a background with coloured lighting and handmade wooden shapes inspired by the IDPwD logo.
Throughout the campaign, ambassadors are featured wearing a pin of the IDPwD logo and interacting with the shapes on set, further connecting them with the campaign message.
These dynamic materials effectively showcase each ambassador’s experiences and passions, helping audiences to emotionally resonate with their stories and challenge common stereotypes about disability. They help increase understanding and acceptance of people with disability in a joyful tone.
For our first time working with IDPwD, we chose a photo storytelling concept involving minimal overlays, highlighting each ambassador’s physicality and life journey, while allowing for a deep connection with the audience.
Following the creation of a production program, shooting was conducted in front of a white studio backdrop, with ambassadors positioned as the main subject of each video. Although we utilised a structured set of questions, we also prioritised capturing each personality through natural conversation.
The videos highlight everyone’s profession and passion, focusing on their abilities and not their disabilities. They showcase each ambassador’s expertise, spanning careers including author, actor, musician, film maker, athlete, community elder and advocate.
The final outputs — a three-minute hero compilation, seven individual brand ambassador videos, and branded social media assets — reflect the spirit of inclusivity and celebration of IDPwD. They successfully amplify the voices of prominent figures in Australia’s disability community, communicating their stories to the greater public.
“I need not have worried because the team behind the International Day of People with Disability ambassador video shoot were keen to have a way for Braeden to be fully involved, and the film crew from The Being Group were simply amazing, making sure Braeden was included and felt comfortable. We chatted to the production team about Braeden and nothing seemed a problem. I made suggestions around how we might best work with Braeden and they were accommodating in every way. I immediately had the feeling we were in safe hands. I hope it shows Braeden’s joy and determination. He was so proud of being a part of the shoot and the guys from The Being Group are amazing. It was such a positive day for us all.”
