Production values: how we turned a highly sensitive creative idea into a powerful ad
Working with the NSPCC, we knew we were tackling one of the hardest things to put on screen: child sexual abuse. The reality that 1 in 20 children in the UK are affected makes it impossible to take lightly, and every production choice had to be well thought through and deliberate.
Our concept, Reality, is all about showing what’s usually invisible. We paired symbolic “toys” with real children to create a surreal world that still drives the seriousness of the statistic home for the viewer. Ideas like this only hit when executed carefully, meaning every production decision, big or small, mattered.
Working with a charity budget is always about being clever with resources. Getting the props right was essential to the whole advert, and we ran round after round to perfect a life-size doll and smaller dolls that represented the children in our advert. Every prop needed to feel right on screen - safe, believable, and true to the moment.
Getting the location right not only creatively but also logistically was key, especially on a tight two-day schedule. We found a house and a leisure centre close to each other, which meant we could film most scenes in one house and only move to the changing room at the leisure centre to film our locker scene. This smart pairing saved time and money, keeping the shoot efficient without compromising on look or feel.
Our Director and DOP led a full tech recce to plan lighting, camera setups, and crew requirements, making sure the team could deliver the cinematic visuals we needed.
Working with children needed extra care too. We partnered with trusted agencies, arranged all necessary council licences, and made sure both the children and their parents were fully comfortable with the subject matter. On set, every child had a chaperone and their own space to step away when needed, creating an environment that felt safe and supportive throughout the shoot.
Just as importantly, we were mindful to shield them from the heavier context of the advert, keeping the atmosphere positive and age appropriate. That approach paid off. We got some brilliant, natural performances, and the children genuinely enjoyed being part of the process.
By the end, every frame, every doll, every carefully lit shot, and every location choice came together to bring NSPCC’s Reality to life. Resulting in an advert that is striking, emotionally powerful, and above all respectful – able to communicate the seriousness of the issue without being harmful. Most importantly, it worked! The campaign cuts through, inspires action and delivers healthy ROIs.
Bios
Holly has been a producer at DTV for over four years, with a strong background in fundraising, project management, and strategy. She’s helped bring a range of projects to life, combining creative thinking with a practical, organised approach, and is known for keeping things running smoothly from start to finish.
Daisy is an Assistant Producer at DTV, where she has spent the past year and a half delivering work for a diverse portfolio of charity clients. She collaborates closely with organisations across the charity sector and draws on her strong background in film and TV production and project management to support every stage of a campaign