Case study | National Emergency Briefing
Producing a reaction for the National Emergency Briefing
A heartening film about
the end of the world
Client: The National Emergency Briefing
Creative: The Utopia Bureau
Production: Execute
Director: Marcus Jones
Overview
There’s a unique challenge in making a film that tackles something deeply unsettling while still leaving the audience feeling uplifted and motivated to act. That challenge is exactly what drew Execute to work with brothers Simon and Nick Oldridge of The National Emergency Briefing (NEB) on their latest project, The People’s Emergency Briefing.
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Shaped by the creative vision of The Utopia Bureau, the 50-minute documentary explores the national implications of climate and nature breakdown, and how communities can mobilise to defend their rights and their planet.
The Brief
NEB initially approached Execute to produce a 30-minute film centred on a live event, following a more traditional format of attendee vox pops, expert talks and event coverage, supported by stock footage.
The brief evolved to incorporate a reaction-led format, in which celebrities, including Jennifer Saunders and Adam Buxton, alongside members of the public, responded to expert talks from the event. A high-profile presenter, Chris Packham, was introduced to unify the refined format.
Working closely with NEB, their creative team, and director Marcus Jones, Execute helped shape these evolving ideas into a viable production as the brief developed.
The Challenge
Execute faced several distinct challenges, not least sourcing and coordinating a diverse cast - from members of the public to high-profile talent - within just three weeks. While reaction - led programmes like Gogglebox might have weeks to curate responses, Execute had just two days in a studio environment.
The project was also unique in combining a broadcast-style, documentary approach with the demands of a commercial production, including the delivery of promotional short-form content, all within a limited budget and tight timeframe.
The Approach
Given the client’s budget and time constraints, Execute remained committed to delivering everything within the agreed brief, on time and on budget.
With only two shoot days and limited talent availability, a flexible and transparent approach was essential, and close collaboration was vital at every stage of the process.
“You have to be prepared to pivot quite late on due to the availability of the cast and the sheer volume of content needing to be captured,” said the film’s producer, Tony Powell.
“With projects like these, you start with an idea of what the final film will look like, but it’s important to stay open and allow it to find its own identity.”
The Results
In just two shoot days and 2.5 months of post-production, Execute delivered:
1x
50-minute documentary feature
3x
1-minute
trailers
9x
2.5 minute scientific lecture cutdowns for reactions
9x
10-minute scientific lectures
+ full social format strategy, including templates for 30, 20, 15, 10, and 6-second edits.
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We delievered everything in just 2.5 months. National Emergency Briefing Founder Nick said that working with Execute was “very uncomplicated” and praised their ability to handle unexpected issues constructively.
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“We are extremely impressed with the end product. To us, it was vital that this film carried a high degree of authority and professionalism to ensure that the subject matter was taken seriously, which we have certainly achieved thanks to Execute,” he said.
Over 2,000 venues have registered to screen the film across the UK, from cinemas to community hubs. It is already generating the kind of response its creators intended: a film with heart, that both unsettles and galvanises audiences.
“My colleagues and I watched a film about the end of the world. I found it surprisingly heartwarming,” summed up one attendee.
Take Action
You can find your nearest local screening here.
Sign the open letter to the Government.
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Find out who your local MP is, and demand they attend a screening.