The Alfred – Annual Appeal Campaign
Client: The Alfred Foundation
Agency: GoodOne Creative
Production: Recliner
Director: Matt Wallace
The Brief
Create a short, emotionally impactful ad to support The Alfred’s $5 million annual appeal. And get it live on TV within one week.
Our Approach
The agency came to us with a concept, but no clear path on how to bring it to life. We worked quickly with local legend Russel Howcroft and director Matt Wallace to craft something simple, direct, and genuinely moving.
The goal was to show the need – without overcomplicating it. The tone had to be honest, urgent, and accessible.
Execution
- Recliner led the entire production – script, casting, shoot, and delivery, all within 7 days.
- Shot on location with minimal setup and fast turnaround
- Delivered for TV, social and digital channels
- Optimised for emotional impact in under 30 seconds
Results
- Aired across major networks + social platforms
- Strong public response, helped put The Alfred on track to hit their $5M goal
- Became a benchmark for fast, effective charity messaging
Crew
Creative agency: Good One
Creative director: Charlie Howcroft
Agency producer: Harriet Renn
Production company: Recliner
Director: Matt Wallace
Producer: Lawrence Phelan
Cinematographer: Alexander Naughton
1st AC: Bailey Quinn
2nd AC: Alia Ahmed
Steadicam: Joel Soh
Gaffer: Corey Clement
Sound recordist: Alex Christensen
Editor: Jack Ralph
Color grade: Nik Malkin/Crayon
Sound mix: Josh Peters