Merchant Capital wanted to redefine its role in the business growth landscape, positioning itself as a partner that champions entrepreneurial ambition rather than just an emergency fund. The brief called for a “hero” brand film that would bring this vision to life, centered on their new platform, Here We Grow. The challenge was to capture the emotional and exhilarating journey of growth for small business owners, celebrating the sense of achievement and boundless potential that comes with taking a leap forward.

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Building a business is no small feat. For entrepreneurs, it’s a journey that demands resilience, vision, and courage to move from ordinary aspirations to extraordinary achievements. Here We Grow embodies this journey — a story of possibility, ambition, and the confidence to push boundaries. Our film would reflect this adventurous spirit, casting Merchant Capital as the growth partner that steps in just when that next, game-changing step is ready to be taken. By following a relatable character with big dreams and the drive to pursue them, we could create an authentic narrative that resonates deeply with aspiring business owners.

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In collaboration with Aranda, we developed a story that introduces viewers to an ambitious woman with a dream of one day owning her own restaurant. She starts small, first catering from her home kitchen, then progressing to a food truck, and finally working towards establishing her own restaurant — a dream made possible by Merchant Capital’s support. The film captures each step of her journey, bringing viewers along as she evolves her business from a homegrown operation to a fully realised establishment.

To emphasise the magnitude of her ambition, we used a playful yet cinematic approach, likening the business journey to a space mission. Through visual and auditory cues, such as countdowns and sound effects, we compared the process of launching a business to the excitement and preparation of space flight. Each milestone feels like a launchpad, heightening the sense of adventure and purpose. Pacey editing, uplifting music, and moments of surprise and delight underscore the energy and resilience needed to make dreams come true.

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The Here We Grow brand film succeeded in redefining Merchant Capital’s image as a growth-focused partner. The story of our protagonist’s journey struck a powerful chord with viewers, illustrating how dreams can be transformed into reality with the right support. The film’s optimistic and adventurous tone resonated with entrepreneurs, who saw Merchant Capital as a partner with a true understanding of the challenges and triumphs of business growth.

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