British American Tobacco needed a 3-minute film setting out its vision for 2020.

The film had to show the organisation as forward-thinking and focused on future success.  Our creative approach was to set the film ‘today’ and suggest the possibilities of ‘tomorrow’ through flash forward style sequences that brought the future to life in a vivid and memorable way.

Futuristic scientific and laboratory footage provides the backdrop to an account of BAT’s emphasis on research and development, while atmospheric footage of a tobacco farmer provides balance by stressing the importance of the company’s past experience – and its tradition of ethical practices and mutually productive partnerships.

Stylised shots of colleagues working together emphasise the importance BAT places on its people and the vital role they play in its future success, while archive footage from around the world illustrates the company’s global ambition.