03 · Case Study·Elton John AIDS Foundation·2015 – 2019
Elton John AIDS Foundation.
Humanising the fight against HIV — producing a multi-country body of films across five countries to shift public perception and secure high-stakes advocacy.
Commissioned to document EJAF's impact across five countries, the brief required a holistic, elastic content system — a library of assets adaptable from intimate private fundraising at the Tate Modern to high-energy openers for the International AIDS Conferences in Durban and Amsterdam.
The most profound stories exist outside the VIP window. After the main team departed, the decision was made to stay — travelling via mobile clinic into rural communities. This led to A Mother's Moment: the raw, unfiltered relief of an HIV-positive mother learning her child was negative. Almost not filmed.
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Stigma
Films moved beyond traditional aid video to focus on dignity and medical progress, shifting public perception of HIV in affected communities.
Advocacy
Served as centrepiece for global advocacy, reaching thousands of policymakers and world leaders across two continents.
Fundraising
Provided the emotional backbone for private events, directly contributing to the foundation's multi-million dollar fundraising goals.