RNIB's authentic insights
Featuring a cast of people suffering sight-loss, The&Partnership's charming film challenges outdated public attitudes and misconceptions around the condition.
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Credits
powered by
- Agency The&Partnership/London
- Production Company Outsider
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Credits
powered by
- Agency The&Partnership/London
- Production Company Outsider
- Editorial Final Cut/London
- Post Production Electric Theatre Collective
- Audio Post Grand Central Recording Studios (GCRS)
- CEO Sarah Golding
- Executive Creative Director Toby Allen
- Creative Director Chris Clarke
- Creative Director Matthew Moreland
- Creative Jane Reader
- Creative Hayley Hammond
- Head of Integrated Production Charles Crisp
- Producer Felicity Bamber
- Managing Partner Richard Packer
- Producer Zeno Campbell-Salmon
- DP Will Bex
- Post Producer Vic Lovejoy
- Colorist Luke Morrison
Credits
powered by
- Agency The&Partnership/London
- Production Company Outsider
- Editorial Final Cut/London
- Post Production Electric Theatre Collective
- Audio Post Grand Central Recording Studios (GCRS)
- CEO Sarah Golding
- Executive Creative Director Toby Allen
- Creative Director Chris Clarke
- Creative Director Matthew Moreland
- Creative Jane Reader
- Creative Hayley Hammond
- Head of Integrated Production Charles Crisp
- Producer Felicity Bamber
- Managing Partner Richard Packer
- Producer Zeno Campbell-Salmon
- DP Will Bex
- Post Producer Vic Lovejoy
- Colorist Luke Morrison
Humour is a cracking way to disarm potentially awkward conversations, as demonstrated in this smart film for Royal National Institute of Blind People (RNIB) from The&Partnership.
In a series of short scenes, actors who genuinely suffer from sight loss pose and answer idiotic questions that crop up in their day-to-day life, highlighting relatable scenarios - reporting to annoying bosses, supporting rubbish football teams, hating public transport - to accentuate the point.
Directed by Outsider's Chris Balmond, Before You Ask makes the most of its endearing cast, being both informative and empathetic in a form that's extremely watchable.
“Do you have sex? Can you use a phone? Some of the questions visually impaired people get asked is honestly staggering," notes Matt Moreland and Chris Clarke, Creative Directors at The&Partnership, "This is what we wanted to tackle in this campaign - puncturing preconceptions with humour and showing what it’s really like to live with sight loss.”
Grace, one of the actors who starred in the short film, adds: “Campaigns like this are really needed as blind people, like me, get these types of questions all the time. The day before my audition, a taxi driver spent the entire journey asking me how many boyfriends I’d had and how difficult it must have been to get them because of my sight. After that, I was very motivated to join the campaign.
Some sighted people may know about guide dogs and white canes, but there are a lot of day-to-day things they don’t know so much about and that’s where the negative assumptions lie."
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