Supporting Education Group | My Protocol TVC.

I directed a series of internal films for Supporting Education Group at a moment of real change in the business. The brief wasn’t to explain a new product, it was to shift how their consultants saw themselves and the role they play. We built the films around everyday pressure and routine, then gradually reframed that world to show what it looks like when people are given the space and tools to think more strategically. The focus was always on behaviour and mindset, not features.

From a directing point of view, it was about grounding the story in something recognisable, then carefully introducing a sense of progression. Performances needed to feel natural and observational, with just enough structure to carry a clear narrative arc. We explored a few different tonal routes, but the thread running through all of them was the same. Start with reality, create tension, and land on a version of the future that feels both credible and motivating.