Creativity

Disturbing U.K. Charity Film Shows How Even Kids From Loving Families Can Be Abused

'Luther' Director Sam Miller Helms Ad for The Children's Society

By Alexandra Jardine. Published on Nov 12, 2015

Editor's Pick

U.K. charity The Children's Society shows how child exploitation can affect even seemingly normal families, in this disturbing video directed by Mustard London's Sam Miller (who won an Emmy in 2012 for the Idris Elba detective series "Luther").

Created by VCCPme, the direct marketing arm of VCCP, it centers on Emily, a 15-year-old girl in a middle-class family who has been unwittingly dragged into a circle of abuse. While her family play video games and eat Sunday lunch downstairs, the camera goes upstairs to reveal a kids' height-chart with innocent notations like "being tall enough to ride the roller-coaster."

However, things take a darker turn as Emily reveals how "meeting a nice person in town" moves to becoming involved with a gang of abusers who have violated her, something we just glimpse in gritty clips of film. It's this contrast between light and dark, warmth and horror, that makes this powerful. The film is a call to action to donate to the charity.

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About

Credits

Date
Nov 12, 2015
Agency:
VCCPme
Client:
The Children's Society
Creative Director:
Michael Quinn
Planner:
Chloe McMahon
Production Company:
Mustard London
Director:
Sam Miller
Executive Producer:
Matt Hichens
Editor:
Quin Williams
VFX:
Electric Theatre Collective
Music:
Deborah Burrett
Sound Design:
Ben Leeves @Grand Central Studios
Sound Design:
Aaron Taffel

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