the prince's trustyouth can do it

Charity advertising is historically plagued by downbeat, "sad-eyes-to-camera" tropes designed to induce guilt. For The Prince's Trust, we wanted to completely subvert this. The "Youth Can Do It" campaign shifts the narrative away from pity, framing vulnerable young people through a lens of defiance, raw power and untapped potential.

To capture this uncompromising energy, we partnered with Oscar-winning filmmaker Andrea Arnold (American Honey, Fish Tank) for her highly anticipated commercial directorial debut. Shot by acclaimed Director of Photography Robbie Ryan in Arnold's signature, naturalistic documentary style, the film captures the resilient spirit of young people overcoming systemic barriers like poverty, underemployment and isolation.

The visual language is gritty and real, driven by an assertive spoken-word poem by Maya Sourie over a rising, rhythmic heartbeat.