Lloyds // Projecting Our Purpose

Elevating the stories of colleagues leading change across the business, Projecting Our Purpose is a beautifully simple campaign that explores important ideas and initiatives at Lloyds Banking Group through the eyes of the people making them happen.

There are inspiring stories to be told in every corner of an organisation. A purpose-led employer brand campaign designed to highlight the spectrum of opportunities for current and prospective employees to find meaning in their careers at Lloyds Banking Group, Projecting Our Purpose is a series of unique stories that touch on diversity and inclusion, sustainability and culture.

My passion is for human-led storytelling– there is no better way to explore important ideas and initiatives than through the eyes of the people living and breathing them. Pitching the idea for the campaign as part of my team’s regular content stimulus sessions for Lloyds, my role in this campaign was to work with colleagues before, during and after their shoots to help them shape and tell their stories in an authentic, concise and powerful way. 

Our focus this particular month was all about people and purpose, with a spotlight on sustainability to tie in with the launch of the Making Homes Greener hub. Exploring some of the many reasons a career at Lloyds exceeds expectations for prospective employees going into a financial institution, we created a series of shortform to-camera interviews with relevant B-roll imagery projected on both the speaker and their environment to create a dynamic standout visual. Imagery and key quotes were then extracted to create supporting carousels for social feed posts.

While it’s true that we have seen success with similar “mini doc”-style campaigns in the past, as always with a new brief, it is absolutely vital to start with a blank canvas. Taking learnings from what we know works, we have to give each new campaign its own twist, so that it looks and feels completely different to anything audiences may have seen before.

I researched our heroes, creating questions tailored to their roles and experiences that I referred back to when interviewing them. Our conversations were focused around the elements of their roles that get them out of bed in the morning and the differences being made by the work they are doing, as well as the Lloyds values they care about, and why.

Working closely with them to create impactful soundbites, I also asked them about significant locations and what kind of images came to mind when they think about their role and their purpose to help the video team find the perfect imagery to prep for shoot day. In addition to supporting our heroes, I aligned with Lloyds throughout to ensure we were saying everything we needed to say, and edited the interviews in post production to land on the most impactful script before passing the footage over to our video team.

The video team did an exceptional job with the creative execution of this content series. In many ways, the idea was simple but, as always, when the story is strong, everything else falls into place. Splicing their interviews with BTS footage, the result is an authentic, lo-fi effect that still appears creative, highly-produced and elevated in a way befitting Lloyds and its heritage of purpose and innovation. 

I love the finished videos– these are the sorts of standout projects that really excite me: informative, simple and powerful.