SOCIAL-FIRST | RNLI X LADBIBLE

This is one of three films I directed for the RNLI via LADbible. Shot in an underwater tank, the aim of this piece was to communicate the important ‘Float to Live’ message in a way that would resonate with the LADbible audience. We used an attention‑grabbing opening frame and a reverse‑storytelling approach to add surprise and keep viewers watching. The film had over two million views on its first day, and together the three pieces became the most successful branded content campaign LADbible had ever run.

Key Challenges – When filming underwater scenes, communication is crucial. As a Director, you have a mic that allows you to speak to the cast and crew in the tank – but there is no real way for them to communicate back. This meant we had to plan as much as possible on the surface. You also need to work quickly and be mindful of how long crew have been underwater. Waiting around on set is very normal – but less enjoyable when you’re fully submerged and unable to communicate.

CREDITS:

Director: Joe Shaw
DoP: Sam Spudgeon
Producer: Harriet Webb
Editor: David Smith
Sound Design: Tom Smith