TV & Social Campaign for Médecins Sans Frontières. 2025

For the third year running, edFILM has been trusted to produce, direct and edit the Médecins Sans Frontières winter fundraising campaign, one of the most important and creatively rewarding briefs in our calendar.

Working once again with Krow London and the MSF team, the 2025 campaign delivers a TV spot and a full suite of social films designed to cut through at one of the most competitive times of the year for charitable fundraising. When the brief matters this much, every creative and production decision counts.

At the heart of the campaign is Jennifer, an MSF emergency response doctor with real, first-hand experience working in some of the world's most dangerous conflict and disaster zones. Jennifer's authenticity and quiet authority carry the films. This is not a spokesperson performance, it's a genuine human story told with real credibility.

The production was a lean, focused operation, Ed directing a two-camera setup with a tight crew and shot in Tower Bridge Studios in Wapping. Authentic archive footage from MSF's own library was woven into the edit to bring the reality of their important work vividly and honestly to screen, adding a documentary weight that no amount of reconstruction could replicate.

Three years. The same trusted team. And a campaign that continues to do justice to one of the world's most vital humanitarian organisations.