How I produced compulsive viewing for the #furfreebritain campaign

My client Humane Society International wanted to show the horror of fur farming without distressing people. So together we produced this reactions piece with celebrities Chris Packham, Lucy Watson, Peter Egan and Pete Wicks.

Using the new normal of a conference call we showed the celebs fur farm footage and intercut their reactions.

This got widespread media coverage and has rapidly become one of Humane Society's most watched social videos.

It may not be pretty and it may not be a beautifully lit film, but it does succeed in conveying a powerful message using the situation we all became accustomed to over the last few months.