Is it sugar? Is it spice? Or is it everything nice?
The secret ingredients of stories told through film aren’t quite as obvious as you’d think.
Originality is questionable. Going viral is unpredictable. And while shorter often helps (especially with shrinking attention spans) it’s no substitute for substance.
After nearly 16 years directing and editing at Nice and Serious, @serafimovaserafima has taken a step back through our archive to look at some of our favourite films and the craft that made them stick.
📝 Head to link in stories / bio to read
Something has been quietly happening in sustainability communications.
While companies are still taking action on sustainability, many have stopped talking about it. That silence has a name: greenhushing, and it’s creating a vacuum that misinformation is happy to fill.
Our new GreenSHOUTING Guide, created in collaboration with Creatives for Climate and B Corp Nice and Serious, wants to change that. Launched today at ChangeNOW where B Corp Back Market joined us onstage, this free guide will help more actors stop whispering and get loud and proud about their sustainability strategies, helping businesses communicate their impact with clarity, confidence, and credibility.
Download via the link in bio, and join our webinar on April 8, alongside @patagonia , @tonyschocolonely_nl , and @fiaformulae for the deep dive: /3x1389zd
The people behind everyday products are rarely the ones we hear from.
Our new campaign with @fairtradeuk , ‘Fair to People’, sets out to change that.
From cocoa farmers to tea workers and flower growers, the campaign connects the products we buy with the people behind them.
Their stories show the need for safe working conditions, equal opportunities and access to education across global supply chains.
The campaign forms part of Do It Fair, the brand platform we developed with Fairtrade to show how fairness isn’t just something to believe in — it’s an action we can all take.
What does the world need from creativity in 2026?
Instead of publishing a predictions list, we asked our team what they hope for this year: the shifts in design, storytelling, production and branding that could lead to better, more responsible creative work.
Here’s what they had to say…
’Tis the season for pausing to look at what we made this year, who we made it with, and what it all added up to.
We’ve gathered the moments that shaped our 2025: the brands, the films, the campaigns and the stories that needed telling.
Thanks to everyone who trusted us along the way.
Roll on 2026…
The tea industry is at boiling point. It’s time for the Government to feel the heat too.
@fairtradeuk brought Brew It Fair to Parliament on World Human Rights Day. Alongside MPs, campaigners and brands, they delivered a petition signed by 21,000 people calling for change.
As part of the wider Do It Fair brand platform we’ve been building together, we created the props and visuals to make one thing clear: unfair tea supply chains remain a human rights issue, and climate pressures are pushing farmers closer to the edge.
Fairtrade is calling for Human Rights and Environmental Due Diligence legislation – a practical step that would hold companies to account and protect the people who grow the tea we drink every day.
The UK needs fairer trade. The Government needs to Brew It Fair.
📸 Neil Terry
Imagine if a pay-day loan ad targeted whole countries.
It’s closer to reality than you’d think.
We worked with Project Everyone and CAFOD to produce a new film that shines a light on how unfair the global debt system really is.
Starring Alex Macqueen as a predatory loan shark, the film taps into the slightly chaotic world of early-2000s loan ads to show just how absurd and exploitative the current system has become.
Head to unfairloans.com to learn more and support calls for fairer debt relief ahead of the G20.
👏 Ten years of using business as a force for good in the UK 👏
For a decade, @bcorpuk has been redefining what success in business looks like by proving that profit and purpose can go hand in hand.
To mark this milestone, we worked with B Lab UK to create Take 10 – a campaign that celebrates ten years of impact, while re-energising the movement for what’s next.
Visually, the identity draws on retro-futurism and timeline design to reflect the movement’s journey. Ten bold colours mark ten bold years - a bright symbol of how far the movement has come, and how far it can go.
Happy Birthday B Corp UK 🎉
17 years of creative work the world needs 🎉
From our very first project to today, we’ve stayed true to the same belief: that creativity has the power to make real change.
Thanks to everyone who’s been part of our journey so far, here’s to what’s next!
If you could have anything in the world, what would you want?
Roam freely in a camper van? A limitless supply of cash? Or just be able to walk home and feel safe?
That’s the question at the heart of a new short film we created with the @evawuk to mark their 20th anniversary.
What begins as a familiar TikTok-style street interview quickly takes a darker turn, pulling back the curtain on how male violence against women and girls quietly shrinks lives and restricts freedoms.
Thank you to End Violence Against Women Coalition for trusting us to help tell such a vital story.
Social media connects us more than ever, but it also drives anxiety, comparison, and pressure, especially for young people.
That tension sits at the heart of our film with @maybelline for their Brave Together initiative. ‘Reconnect With You’ spotlights the two sides of social media. Reassuring young people that, while social media can often add to our lives, if it does start to have a negative impact on your mental health then it’s okay to reach out.
A year since its launch, the message still hits home this #worldmentalhealthday
🎬 Film brought to life with @spindlefilms
Two weeks, countless touchpoints, one powerful message: fairness is a choice we can all make.
#fairtradefortnight is coming to a close after two weeks of putting fairness back on the agenda.
This year, we worked with @fairtradeuk to expand our Do it Fair platform, creating a suite of assets designed to live everywhere — including bold OOH takeovers to dynamic social films.
Rolled out nationwide by @empowerinsta , the campaign has been sparking conversations about the people and systems behind the products we consume every day.
Here’s a look at the creative in action 💥
