Absa's Untold Stories campaign, on Expresso.
The Best Culture Story Wasn't on Screen. It Was Behind It.
Every department at South Africa's biggest morning show is led by a woman, at a company that's woman-owned. It happened every day and almost nobody outside the building knew. For Absa's Untold Stories, we put the people who make the show in front of the camera for once.
THE BRIEF
Absa's Untold Stories campaign, on Expresso.
Untold Stories was built to surface things worth knowing that hadn't been told. Expresso, South Africa's biggest morning show, had one living inside it every day.
THE CHALLENGE
A truth everyone inside knew and nobody outside could see.
Social media, technical direction, post-production — every department run by a woman, at a woman-owned company. Lived daily, invisible externally. Nothing about watching the show would tell you.
WHAT WE DID
Turned the cameras around.
Produced end to end: concept, scripting, shooting and edit. We gave voice to the people who make the show happen but never appear on it, and cut an internal reality into something an audience could feel. It aired on Expresso during Women's Month.
THE RESULT
An invisible truth, made visible.
The women running the show were celebrated in front of an audience who'd never have known, and future talent got a real sense of what kind of place this is to work.
