Letchworth Garden City Heritage foundation films
Letchworth Garden City Heritage Foundation is a place-based charitable foundation that maintains and enhances the world's first garden city for the enjoyment of everyone who lives in, works in, and visits Letchworth.
Letchworth, and the garden city movement as a whole, were founded upon ideals that support and encourage personal wellbeing and balance. They build upon ideas of social responsibility, community spirit, and the creation of a better way of life. It's a social experiment that's still thriving a century later - encouraging us to look to a more positive future where we once again look to these ideals to build a better world.
The Foundation operates a ‘value capture’ model which means the money generated from its commercial property portfolio goes back into the town via a community grants program, arts, culture, and heritage venues, wellbeing programs, and a heritage advice service to protect and maintain Letchworth’s Arts & Crafts architecture. Being a part charity, part landlord, and part local authority, it’s not surprising that many residents were confused about the Foundation’s purpose and statutory responsibilities. This lack of clarity meant that important social and economic projects to boost inward investment and improve the quality of life in Letchworth were not being understood or linked to the Foundation. We needed to start at the beginning, reminding people why Letchworth was so special. From here we built a series of informative and engaging stories explaining the Foundation’s role and the positive impact of its work on Letchworth and its communities.
Clearhead was tasked with creating a promotional film to convey the values and philosophies of the garden city, and reflect upon the history and success of the garden city movement. Alongside this, we were asked to create an animation to explain the investment model for Letchworth Garden City, to help audiences understand the Foundation's role in the town and the services they provide.
We have created a film about forward momentum and positive life change, propelled by the ideals of the garden city.
Part tourism commercial, part Wes Anderson film; the arresting visuals feature plenty of symmetrical and well-balanced compositions, with Letchworth residents taking front and centre stage to underline the importance of people to the garden city ideals. The tone is upbeat and aspirational, with positive messages and stories about what its like to live in a garden city from the residents driving the narrative.
The money made from the Foundation's property portfolio is reinvested back into the town to support a wide range of charitable commitments, including a number of arts, leisure and heritage venues and services. This isn't always easy for the Foundation to communicate, especially as they need to balance their persona as a landlord (collecting rents and renewing leases) with giving grants, running arts and leisure venues as well as managing the town's heritage.
We have created an animation to explain the Garden City's investment model and services in a clear, concise way.