AMP Shoes – Awareness film

About This Project



Amp Shoes: a pop-up store with a twist.
Campaign for DiabetesUK.



Raise awareness of the condition.

Encourage people to get tested.


Each shoe on display represented one of the 135 feet or lower limbs amputated in England every week because of diabetes.


To capture people’s reactions we installed multiple cameras and microphones in and around the store.


Meticulous planning was critical to success, including mapping-out the customer journey through the store and the casting and scripting of our ‘shop assistants’.


The campaign, hosted on, prompted a fairly lively reaction across social media.


Director: Jack Maddison
Editor: David Freemantle
Agency: Langland


Got a crazy idea for some film content? Come talk to us. And we’ll obviously tell you you’re crazy.