"A life full of solutions"
Sometimes, during our extensive weekly reviews of data and video at Moving Image, as we search for trends to analyse, audience receptions to highlight, and standout examples of excellent brand film to laud, it can be difficult to pick between them. Such is the robust condition of the sector, a testament to the work done there.
Other times, it’s very easy. And this is true in the case of EY’s ‘Chandni’s Story’. A to-camera documentary piece, minimalist in style but no less potent, it highlights just a few of the daily obstacles experienced by someone visually impaired in the finance-based business. The systematic yet methodical approaches Chandni and EY develop in tackling some of the everyday hurdles she might come across (the solution to relocating her desk is inspired) speakboth to her own problem-solving ingenuity and EY’s forward thinking strategy onrecruitment and retention: if the business is quite literally limiting your teammember’s potential, adapt the business and not the person.
It's a touching piece of filmmaking whose pacing allows the personal messages said, and brand ethics inferred, to breathe. The result is a mixture of insightfulness and inward facing questions intended to resonate with us as an audience for some time after it ends. And they do.
EY has tabled an adept and powerful video, underpinned by their absolute commitment to undo systemic bias, social injustice, and discrimination in the workplace that other brands and producers should closely consider when approaching production on films in the same vein.
Chandni believes that “the only way you can change a culture is by understanding, and having an experience of, dealings with someone with a difference”. So, with that in mind, spend your next two and a half minutes with Chandni’s experiences, understand how infectious optimism and an intelligence allowed to thrive can quickly become a business asset. Because, while you’re discovering that, you’ll be appreciating the calibre of people EY value in their business.
Which is exactly what brand film should do.