The small exchange is then projected into adult life in a chain reaction of insulting words. The scene demonstrates the negative projection of verbal abuse on the streets, within the workplace, and amongst all cultures and ages, encouraging those who hear it to try to prevent it.

Mill Head of Colour, Seamus O'Kane comments "This powerful and pertinent spot illustrates that we all have responsibility for the tolerance of others within our increasingly diverse society.

Such a potentially overwhelming idea was encapsulated within a documentary style film that reduces complexity with memorable images and crafted photography.

Joanna and her DOP, Martin Hill, spoke with us about using 16mm film in an age of digital capture and we all agreed that it would bring an evocative beauty and offer a timelessness that would enhance the longevity of the message.

We worked to simplify the grade to both push the subtle lighting and offer an uncluttered but compelling look.

It was a pleasure to be involved in such a thoughtfully executed project and the resulting film is a wonderful illustration of the power of film photography."