When Celltech implemented a strategy to help their business outperform the industry, they turned to their long-standing relationship with ST16 to help communicate the strategy and its challenges to the organisation. It was vitally important for the film to reinforce the buy-in and commitment from top-level managers. We produced a stylish programme, containing interviews with both top-level executives and influential figures in the organisation, to demonstrate convincingly their belief in and dedication to the project. It succeeded in creating impact and communicating key messages.