Impetus / Hidden Opportunity

The right start in life can boil down to a simple question of opportunity - it can be the difference between graduating with top grades and getting left behind. Impetus strives to provide young people from disadvantaged backgrounds with opportunities to help realise their potential.

For our second project with the charity, we focussed on creating a truly collaborative process for our lead contributors. We worked closely with both Elliot and Paige to ensure their experiences and ambitions were showcased faithfully.

First screened at the Natural History Museum, the film helped raise £1.3 million, smashing past Impetus’ fundraising target. It is now used as a key marketing asset by Impetus and the partner charities (Football Beyond Borders and The MAMA Youth Project).