I Was Meant to Stay in My Lane, but I Didn’t

Client: Queen Mary University of London

“I Was Meant to Stay in My Lane, but I Didn’t” began as a tight-turnaround assignment to support Queen Mary University of London’s University of the Year shortlist for the 2025 Times Higher Education Awards. With just 20 days from brief to delivery and a modest budget of £8,000, we chose not to play it safe. Instead, we set out to create a film that would challenge expectations and authentically reflect who we are.

Our goal was clear: to put student voices at the heart of the story, showcasing Queen Mary’s commitment to tackling inequality and transforming lives. We quickly assembled a production team, developed a compelling script, and cast six Queen Mary students whose stories brought our mission to life. Despite limited resources, the film delivered exceptional results: - 1,000% more views than average content - 500% higher watch time - 5.7% click-through rate - 10 new organic subscribers Praised by internal stakeholders and sector peers for its emotional depth and honesty, the film has since become a flagship brand asset – used across our channels to represent Queen Mary’s identity and values. This project demonstrates that creativity, ambition, and purpose-driven storytelling can turn a simple brief into something bold, distinctive, and strategically powerful. It’s a film that didn’t just support an award nomination, it captured the essence of Queen Mary.