The Brief
How can we help new talent strive for excellence in their future careers at Barclays?
The Solution
An inspirational film with an ad-quality aesthetic, featuring a Barclays colleague's excellence both professionally and personally.
Background
For a global brand, it’s a challenge to make sure diverse functions of the business – set in a wide variety of locations and cultures – are working together with similar goals and mindset. Around the world, Barclays would hold regular ‘Being Barclays’ onboarding events, with the aim of immersing people in what it means to be a Barclays colleague, with strong focus on values and purpose.
We’ve previously created films around the value ‘Integrity’ to pose dilemmas and act as discussion points at these events. Following on from this, Barclays asked us to create a film that would explore their core value ‘Excellence’ and inspire new colleagues to strive for excellence in their career.
Our Approach
The brief was for an interview film, but we wanted to push boundaries and create something bold. Concerned that a talking-head format might fall flat for an event experience, we pitched a scripted, ad-style piece exploring the effort and struggle behind achieving excellence.
Script-wise, we broke the journey to excellence into simple, impactful words. Inspired by athletes pushing their limits, we sought a real Barclays cyclist—not an actor—who embodied this drive. The idea for Rise took shape while watching cyclists determinedly pushing pedal over pedal on finely tuned machines, tackling the steep ascent of Ditchling Beacon, the Col du Tourmalet of Sussex.
We had a few ascents in mind for filming. However, we hit gold when Anne Peden—a Barclays colleague and serious cyclist based in Geneva—got in touch and told us about a mountain road she’d always wanted to attempt. James Bond fans might recognise Furka Pass from the film Goldfinger. It’s an insane series of switchbacks that rise to a giddying 8,000 ft in Valais, Switzerland.
To capture the scale of the 8,000ft climb and its stunning scenery, we used a DJI Inspire 2 drone for aerial shots and close-ups. The tactile visuals—tree canopies, blurred shadows, and sunlight flares—set a rich, experiential tone.
To ground the film in its workplace context, we juxtaposed Anne’s ascent with her preparing a major presentation at Barclays Private Bank in Geneva. This linked the physical challenge to professional excellence, emphasising the dedication required in both.
Rise delivered a visually striking, impactful message that resonated across Barclays’ global workforce, inspiring colleagues to embrace excellence in all they do. It’s a project we’re deeply proud of, achieving high-quality results within a modest scope.
“Working with the Tilt was an amazing experience and one I shall not forget. Everyone was so enthusiastic, dedicated to producing a quality product and super professional throughout. Your warm hospitality made me feel most welcomed and part of the team. The whole experience was wonderful.”
Anne Peden Head of Risk, Control & Governance
