Raise the age

Cinema Commercial Campaign

Raising awareness of the dangers that social media poses for children and young adults.

Part of the 2026 initiative run by the charity RAISE THE AGE to support the motion in the UK to legally ban social media for under 16 year olds.

Production company: Arts & Sciences

Agency: Droga5

Director: David Dearlove

Producer: Kwok Yau ‍ ‍

Agency Producer: Charlie Orr

UK 2026

CREATING THE WORLD

Creating a convincing 1990s video store meant going considerably beyond dressing a location. The environment needed its own visual language, graphics and inventory - including dozens of fictional VHS titles and covers - while still feeling immediately familiar and authentic.

Graphic design

The Graphic Design played a fundamental role in creating a believable backdrop and back story. The video covers played an important double agent role to convey the narrative concept of the film - they had to be designed true to the era but with the subject matters of today’s subject. Played straight.

The narrative of the script required a local nineties video rental shop to create a coherent and believable setting for the scripted concept to function.

Having initially being placed into a corner of an existing shop (which was how many of these local independent stores were run) we viewed about 20 different locations/ shops. It became apparent that creatively as well as for logistical reasons we needed to look for an empty unit - which we found in slough, west of London.

Furthermore to facilitate the very tight timeline I decided to embrace the existing tone of the empty unit as it fitted the tonal language surprisingly well.

Design & Build