The Alliance’s “Creative Hero” – David Johnson

The Alliance is proud of its Member Agencies and independent agency network, which is filled with creative talent. It is safe to say that independent creative minds understand how to create captivating pieces that compel their clients to take action.

This week's Creative Hero is David Johnson, Senior Research Executive at Opinium!

“He worked on creating a series of powerful videos helping me and my team to conduct ethnographic visual case studies with 8-21 year olds exploring their digital habits, internet safety and online wellbeing on behalf of our client Nominet for their Digital Youth Index.??

We went in-home and filmed participants talking about their perspective around how they see the digital world of today and what it means to them.

This is a project we are particularly proud of at Opinium. We have a focus on research for good and care about creating impact. This project had important objectives around raising awareness of young people's digital experiences today and highlighting the benefits and challenges around skills, access and inclusion, safety and wellbeing, with an overarching goal to influence policy and support best practice across the sector.”? Jo Dorling, Qualitative Research Manager at Opinium.

Some examples of the video outputs are shared below:

• Interview: 10-year-old discusses how she feels about not yet having access to a mobile phone - Digital Youth Index
• Interview: 8-year-old discloses her personal experiences of online safety within gaming - Digital Youth Index
• Interview: 17-year-old shares her views on online safety & the steps she's taking to protect her wellbeing online - Digital Youth Index
• Interview: 21-year old shares his perspective around online safety - Digital Youth Index

What Creative Hero behaviours did David display?

• Set-up of frame and working with the right equipment to deliver high quality footage
• Working and adapting his style to communicate with a wide range of young people to ensure we captured their voices and stories
• Visualising effective B-roll footage based on participant answers in the moment e.g. one of our participants loved creating and editing videos, another enjoyed gaming and he captured them in their natural state of flow to integrate into the final versions
• Working with our client to ensure the outputs were on brief, which involved distilling over 6 hours worth of footage into short 3 minute stories to use flexibly on social platforms

If you know of an agency creative that has gone above and beyond, feel free to reach out to [email protected] to get them nominated for the next Creative Hero!