anglo american
hauling with hydrogen
How do you show that a mining company is cleaning up?
By witnessing a world-first in carbon-free mining with humans at the heart of it.
the mission
A U D I E N C E: Global internal employees | Mining industry | Key opinion formers
R O L E: Creative | Production
O U T C O M E S: Online video
R E S U L T S: Platinum AVA Award for Short Form Video / Corporate Image
proof of concept
first motion
The Ask
Building an off-spec, hydrogen-fuelled vehicle, capable of transporting 300 tons of material that’s also commercially viable, is far from low-hanging fruit.
Communicating the ambition of the project and the bigger intention behind it is even harder, especially when you’re in a complex and controversial industry.
We were asked to create content that cuts through and bucks the usual trends.
The Work
The final outcome was a series of three human-led films that documented the project as it unfolded and were released in succession.
We created texture by combining high-production, polished filming with authentic user-generated content from the workshops.
This gave the series both a sense of grandeur and reality. The story is told by people with boots on the ground, enriching it with unique perspectives that can’t be found in a boardroom.