Hard-Hitting Cinema Campaign

‘Maggie’ is the first in the series of award-winning films that we produced for the Scottish Police Federation to highlight the reality of modern policing in Scotland.  Commissioned by our good friends Tinker Taylor, the brief called for us to portray some of the immensely difficult situations that face officers on a daily basis.

Gripping and disturbing, ‘Maggie’ is designed to remind us that the police often have to make extraordinary decisions in order to protect the public and themselves. The story follows two police officers as they attend a domestic disturbance. Things unexpectedly spiral out of control presenting one of the officers with a dangerous, life threatening decision.

All 3 films were shot as single, continuous shots with no edits.  We didn’t want to give the viewer any opportunity to take their eyes off the action as the tension gathers momentum.  By using a single continuous take and not cutting between shots, the audience are forced to stay locked in the moment with the officer, living through the situation as the story unravels frame by frame.

As well showing in Scottish cinemas the campaign aimed to create wide spread discussion online. The films reached over 200,000 hits on YouTube within the first few weeks and have had lots of exciting press coverage, featuring in over 40 industry publications, with highlights including Campaign Magazine’s Ad of the day, Ad Age’s pick of the day, 5 stars on David reviews, a feature on The Guardian’s website and a three minute piece on BBC1 Scotland’s 10 O’clock news.