Cynthia's Story was shortlisted for Single Use of Video at the RAD Awards 2025, and GSK shared it on its own channels. We told GSK's DEI story through one colleague and the place she grew up.
Shortlisted
RAD Awards 2025, Single Use of Video
2 weeks
to edit, after a fast shoot
3:38
hero film, plus cuts for social
The brief
GSK wanted to show why diversity, equity and inclusion matter to its purpose of improving health. The film had to work in several places at once: GSK's reputation outside the company, recruiting a diverse workforce, and pride inside it.
GSK was rethinking how it used film. It wanted the work to reflect its values of honesty and integrity. So we proposed a quiet documentary that put one colleague first and GSK second.
What we made
We told Cynthia's story with her voice alone. She never speaks to camera. Her interview runs over footage of her work and of Puerto Rico, where she grew up. That trip became the heart of the film.
Our New York team supported a fast shoot. Our London team cut the film in two weeks. Old film textures and still photographs give it a nostalgic feel.
We delivered a hero film of just under four minutes, with shorter cuts for social.
What happened
GSK shared the film on its LinkedIn and X accounts.
Cynthia's Story was shortlisted for Single Use of Video at the RAD Awards 2025.
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