For Phoenix It was a part passion project and part job. The school is looking to hire teachers across the Kent area and needed to think differently about recruitment. The concept here was to subvert the normal corporate style of video with a ‘John Lewis’ style advert to run on social platforms. The concept was called ‘Through Their Eyes’ The camera spends its time inside the head of a Phoenix pupil. They watch their teachers with the bemused, slightly formal attitude of someone filing a report. The joke is the mismatch: pint-sized voices describing ordinary school life in the language of an Ofsted inspector, a wildlife documentary, a tabloid gossip column, or a bored CEO. Occasionally the voice drops the bit and says what it actually means. Every beat reinforces one recruitment idea: this is a lively, affectionate, human place to work.