Social Media
The Brief
Help half a workforce see what every post projects
Half of Deloitte’s professionals are now Gen Z or millennial, a generation that has never separated personal and professional identity online. As more colleagues build followings, share lifestyle content, and partner with brands, the line between a private post and a public firm has grown steadily thinner. The exposure was widening.
The Solution
Stop telling people what not to post. Show them what every post becomes
What you post doesn’t disappear into the ether. It reflects and projects back. A cinematic film made the idea literal. Three characters: a Gen Z influencer, an oversharing millennial, and an outspoken Gen X became canvases for their own posts. Words and images projected first onto the walls, then onto the people themselves. The metaphor wasn't subtle. It wasn't supposed to be.
There’s a story behind the story
This case study is under wraps. Enter the password to see the full work — or drop us a line and we’ll let you in.
or get in touch
Half the workforce. One identity. The firm hadn’t caught up
Deloitte’s workforce had tilted. Around half of professionals are now Gen Z or millennial, a generation that doesn’t separate personal and professional identity online. One feed. One self.
That shift was creating live problems. Some employees had built sizable influencer followings while working at the firm: filming content with confidential material in shot, accepting brand sponsorships that conflicted with client engagements. Every post traced back to Deloitte. Discretion is a foundational asset in professional services. Without an intervention, there was a real risk of it leaking.
Deloitte operates a ‘shared values’ principle: the standards that govern professional conduct apply outside work too. The brief came from the very top. The script went up to the CEO of Deloitte Global for sign-off. The job was to help an entire generation see that what they post isn’t private. It’s projected.
Story Stills
Our Approach
Don’t show the post. Show what the post becomes
The strategic insight was a reframe. We assume algorithms manipulate us. We rarely consider that they expose us. We anchored the film around a different proposition: what you post doesn’t disappear into the ether. It builds a picture of who you are, and who your firm is.
The film follows three characters, each representing a generation: a Gen Z influencer, a millennial oversharer, and a Gen X keyboard warrior. Their journey moves through four narrative stages: absence, separation, revelation, reflection. Posts begin as projections in empty space, then climb the walls, then settle onto the people themselves.
The technical execution was hard-won. Without budget for a specialist projectionist, we improvised. Half the projections were captured in camera using the Ronin 4D for fluid handheld movement; the other half rebuilt in motion design afterwards. The result is layered, suffocating, and impossible to look away from.
Social Media Awareness Story
Key Project Assets
Projection-Mapped Hero Film
A cinematic spoken word film built around in-camera projection mapping, turning three characters into canvases for their own posts before letting them shed those posts in a final moment of clarity.
Three-Generation Character System
Three representative employees, each carrying a distinct social media archetype that mirrors the firm’s actual workforce risks: a Gen Z influencer, a millennial oversharer, and a Gen X keyboard warrior.
Four-Stage Narrative Arc
A story spine built on four stages (absence, separation, revelation, reflection), running invisibly beneath the spoken word, structuring the film without ever announcing itself to the viewer.
AI-Assisted B-Roll Pipeline
A production technique using AI-generated supplementary footage to extend scenes that couldn’t be captured in the single-day shoot. All AI-generated footage was strictly excluded from any actor likenesses.
Impact
The story went up to the CEO of Deloitte Global for sign-off, the kind of executive scrutiny that signals just how live the social media reputation issue had become inside the firm. It’s now rolling out across Deloitte’s internal channels as the centrepiece of the firm’s social media awareness work.
Behind the Scenes
Project Insights
From private post to public projection
Most social media training focuses on rules. Don’t post this. Don’t say that. The rules approach assumes the audience already understands what’s at stake. They don’t, especially when half the workforce grew up never separating their online and offline lives in the first place.
We took a different route. Instead of telling people what not to post, we showed what every post becomes: projected, accumulated, permanent. The film doesn’t end with a list of dos and don’ts. It ends with the choice every employee already makes, every day, often without realising it.
The hardest thing about social media as a workplace risk isn’t the platforms. It’s a generation that never saw work and life as separate. We didn’t lecture them. We showed them what every post becomes the moment it leaves their hand.
Dan Evans, Director of Film & Motion — We Are Tilt
A lasting imprint
