SEGMENT DOCUMENTARIES

Following a brief from a global value fashion retailer, we were asked to turn three customer segments from strategic frameworks into people the business could actually recognise. The segments were well defined on paper, but they lived in decks, which made it hard for product, retail, marketing and strategy teams to start conversations with a real customer in mind. We treated each segment as the subject of its own documentary rather than as a research output. Working with the client team, we defined the narrative arc, key themes and editorial direction for each film before any filming began, agreeing what great looked like up front. We then cast against the segmentation across three European markets, looking for people whose everyday lives genuinely embodied each segment and who were open to sharing those lives on camera. Fieldwork combined in-home documentary filming, accompanied shopping, observational ethnography and sit-down interviews, with a lighter participant-shot route designed alongside it for a leaner production model. The output was three short documentary films and a teaser trailer, built to work well beyond their launch moment: assets that bring each segment into meetings, workshops and decision making long after the campaign that prompted them.