#HONORtheChallenger Campaign Wins Gold at The Drum Awards APAC

Really happy to share that our campaign film #HONORtheChallenger, which I directed and produced under Square Elephant Productions and BBC StoryWorks, picked up Gold at The Drum Awards APAC. It’s a project that means a lot to me and the team, not just because of the award, but because of the person at the centre of the story.

The film is part of a wider campaign exploring how Multimodal technology especially eye-tracking tools and AI can help people living with ALS or MND maintain their independence. Our film focuses on Bernard Muller, a Dutch businessman who was diagnosed with ALS in 2010.

Despite being completely immobile, Bernard has continued to express himself through digital art—thanks to groundbreaking advances in AI and multimodal technology. The campaign is not just a showcase of tech innovation, but a tribute to the resilience of the human spirit and how technology, when designed with purpose, can become truly transformative.

We were lucky enough to work directly with Bernard during the production. Using his eye-tracking device, he replied to our long list of questions in record time. It became clear early on that he had a razor-sharp mind and a brilliant, cheeky sense of humor, something we really wanted to bring out in the tone of the film. I think that’s what made this project so special. It wasn’t just about showing the challenges but celebrating his spirit and personality.

We shot it over a week across London, the Netherlands, and China, the campaign brought together a global team of creatives and technologists which was great fun to work with.

Huge thanks to the teams at HONOR and BBC StoryWorks for trusting us with this story, and to Bernard for being so open and inspiring throughout. This was one of those rare projects where everything aligned — purpose, storytelling, and heart.

Find more details about the project here: https://squareelephant.co.uk/project/honorthechallenger/