"I Became Really Concerned About Older People Being Hardest Hit and I Wanted to Do Something to Help"

After the success of Cadbury's ‘This Doesn’t Need To End’ TVC, Tom Sweetland from Clouded Vision worked with Age UK to create a film to help their summer fundraising campaign.

The challenge they had was to remind new and existing supporters that Age UK’s work is not over - as lockdown has eased, millions of the most vulnerable older people’s doors are remaining closed. Long-term health conditions, loneliness, isolation and anxiety meant that millions of older people remain very vulnerable and cannot be forgotten.

Clouded Vision’s director Tom Sweetland commented “After staying in contact with my older relatives during lockdown I realised how difficult it had been for them, I became really concerned about older people being hardest hit and I wanted to do something to help. “

“When I read the brief and began unpicking the personal stories of Age UK’s story tellers, my immediate thought was I wanted to make something emotive that captured the feeling of being isolated inside, looking outward as the world reopened.  In itself that represented a real challenge because we couldn’t film with any older people indoors, so I took an approach that would capture the tone and feeling of their words, capturing shots that evoked a sense of the outside coming into the home. “

Age UK’s Head of Brand, Kathi Hall, said: “We’ve really enjoyed working with Tom on this film and are so pleased with the result. He met the challenges beautifully and he used the real words of our friendship calls creatively and sensitively.”