Brief

We were commissioned by the American Museum & Gardens to create a promotional film for Side by Side: America & WW1, an exhibition exploring America’s involvement in the First World War.

The aim was to attract visitors by highlighting the rare, treasured relics on display and the fascinating human stories behind them — presenting the exhibition as a unique opportunity not to be missed. The focus was on telling emotional, authentic stories that revealed the real impact of America’s role in the war.

The target audience included families and cultural visitors with an interest in World War I history.

The films were for distribution across the museum’s digital channels (including social media, the website, and local press) and also used to generate excitement ahead of the private view event.

Approach

We began by collaborating closely with the exhibition’s curators to understand the core narrative threads and emotional tone of the show. Together, we identified key stories, objects, and themes that would help shape the visual and emotional direction of the films.

To build anticipation, the teaser film was shot primarily using close-up and detail shots to create an intimate “sneak peek” feel. We researched visual and stylistic approaches from other museum and historical productions to help the client visualise the final tone and atmosphere. The music drew inspiration from contemporary war films, using the motif of a ticking clock to evoke tension, history, and the passage of time.

Rather than simply filming a walk-through of the exhibition, we wanted to translate its stories through the medium of film. One of the exhibition’s focal points was a collection of objects recovered from the wreck of the RMS Lusitania, an ocean liner sunk by a German U-boat in 1915. We created a small studio setup within the exhibition to film these artefacts as though they were suspended underwater. Working alongside a specialist object handler, we safely positioned each item in our small studio for camera, later enhancing the sequences with subtle VFX in post-production to simulate an ethereal, oceanic environment.

We also incorporated other creative techniques to bring static objects to life — filming an actor assembling a WWI uniform, focusing on the eyes and small movements to evoke humanity and emotion. Controlled lighting, spotlights, and fades helped us mirror the effects of darkness, loss, and time passing.

From our early discussions with the curators, we also developed an interview-based documentary to accompany the promotional piece. The interviews were designed to feel intimate and authentic - as if the speakers had personally lived through the events they described. The curator provided context on the social and political dynamics surrounding WWI, alongside the stories within the exhibition - supported by visual cutaways of the exhibition and moments from the promo film.

The exhibition featured a recreated trench and a replica WWI tank, which we filmed alongside an interview with a historian discussing trench warfare and military machinery. We also incorporated the American Museum’s branding and exhibition graphics (featured in situ in the docupromo) to ensure a cohesive visual identity between the films and the American Museum.

The docupromo was released after the exhibition’s launch to sustain interest and drive additional visits. In editing, we focused on pacing and emotional storytelling — selecting the most compelling narratives while leaving space for curiosity and discovery, encouraging audiences to experience the exhibition in person.

Result

The promotional film was featured across the museum’s website, social channels, and in the exhibition foyer. It received excellent feedback for its tone and atmosphere, successfully building early interest and visitor engagement ahead of the launch.

The accompanying docupromo became a centrepiece of the museum’s campaign, praised for its authenticity and emotional storytelling. It deepened visitors’ connection with the exhibition’s themes and reinforced the museum’s commitment to presenting history through human stories and lived experience.

Promo

Docupromo