Pharmaceutical giant GSK wanted to create a video that would authentically showcase its commitment to diversity, equity, and inclusion (DEI) while reinforcing its brand values. The video would connect with internal colleagues, ESG investors, and potential employees by linking DEI to GSK’s mission of delivering health impact at scale.

Casual Films directed and captured the story of Cynthia, a medical service liaison in Puerto Rico, and her personal story of increasing vaccination awareness within Hispanic communities. A pivotal narrative element was Cynthia’s grandmother’s story, which underscored the alignment between Cynthia’s passion and GSK’s values. The video deliberately avoided typical corporate settings such as company buildings, focusing instead on Cynthia’s journey and impact.
The film exceeded expectations, outperforming GSK’s social media benchmarks. It achieved a reach of almost 400,000, achieving high engagement on LinkedIn and X. Internally, one in five employees viewed the post on its Workplace social media platform, and the content resonated way beyond GSK, garnering shares and positive feedback from competitors and peers. The film transcended the corporate competitiveness often seen in campaigns and told an interesting and emotional story.