You Earned It

We’ve collaborated on many campaigns that celebrate everyday achievement, but ‘You Earned It’ stands out for its quiet power and emotional honesty. Working with the brilliant Glenn Kitson and the teams at Publicis and Iconoclast, we helped shape a visual language that reflected the heart of the campaign: ordinary moments that feel extraordinary when seen through the lens of effort and pride.

Our role centred on sourcing, curating, and licensing authentic imagery that mirrored the film’s grounded yet cinematic tone. From the grit of early morning commutes to the small gestures that signify success. The brief was not about glamour but grace, showing that reward does not always look like celebration, but finding our own quiet wins.

The final film is a heartfelt portrait of perseverance and progress. It captures the dignity of work and the quiet satisfaction of achievement, reminding us that success, in all its forms, is something you earn.