Category: Creative

In an authentic campaign that blends personal stories with universal truths, diversity-led production company NERD Productions, in collaboration with Meta and DEPT® agency, have crafted a film that goes beyond the typical commercial narrative. Directed by Kyla Philander, the film presents a deep, emotionally charged portrayal of community and connection, shining a spotlight on our protagonist navigating a unique health journey and building her own community,  along the way.

Known for bringing lots of emotions and capturing human experiences in a way that resonates beyond the usual commercial approach, Kyla Philander shares their unique method of working with content creators instead of traditional actors. The commercial’s focus on community, vulnerability, and real human connections brought a fresh, collaborative energy to the set, and the result is a piece that transcends typical narratives, blending personal stories with universal truths.

We sat down with the NERD Productions team: Director – Kyla Philander, Photographer – Ira Giorgetti, Producer – Phil Burgess and EP – Milana Karaica to explore the creative decisions that shaped the film and key visuals, the power of collaboration with the brand, agency and social media creators, and the significance of storytelling that reflects genuine lived experiences.

Q: Your work is known for evoking strong emotions and creating a cinematic experience. What was your approach this time, working with creators instead of a traditional cast?

Kyla: Thank you for saying that about my work! I think storytelling really comes through the humans who are telling the story. Whether they’re professional actors, non-actors, creators, or anyone else, my priority is connecting with them on a human level. I’m expecting a lot of vulnerability and honesty from the person in front of the camera, and I feel like if I offer that same vulnerability, it creates a safe space between us. This applies from casting to editing — it’s really important to have that communication with my artist.

Q: How did casting differ in this project, and how did the collaboration with the Instagram team influence the characters you chose?

Kyla: The casting process was beautiful. We worked with an amazing casting director who put together this incredible group of people that I got to engage with. Our agency, DEPT, team had great ideas about the characters they wanted too, so it was a really collaborative process. Everything felt very fluid and natural, and that approach definitely shaped the characters and how we worked with them, making sure everything was authentic and truly relatable.

Q: Given that the cast was made up of social media creators, did their role as directors of their own content influence your approach on set?

Kyla: That’s such an interesting way to put it! It was definitely more collaborative. Usually, actors leave all the trust in me to guide them through the story, but with these creators, it was more of a conversation. We brainstormed together, especially with things like wardrobe and styling, making sure it felt true to who they are. I didn’t give them too much structure. I put them in scenarios and let them embody their authentic selves. It was definitely a more mutual trust—we worked together to tell their stories.

Ira: Absolutely. As someone who thrives on capturing authentic, joyful moments, working with creators brought a unique energy to the shoot. These individuals are used to curating their own stories, so they naturally bring an element of self-awareness and creativity to the table. My approach was to respect that, giving them the space to express themselves while capturing the spontaneity and authenticity of being in control of their narrative. I didn’t want to impose too much but rather be a friend with them on a day together, fully present and capturing the vibrant, honest moments that unfolded naturally. It was a more collaborative process compared to working with traditional actors, and that dynamic made for some incredible, honest portraits.

Q: The spot centers on the health journeys of the characters. What would you say is the key message of the project, beyond just focusing on the diagnoses?

Kyla: The main message is that regardless of your circumstances, fostering a sense of community is life-changing. It helps you navigate your journey and makes life easier to handle. The film really highlights how important those human connections are.

Q: Community seems to be a central theme in much of your work. Can you share how you prepared for this project, particularly when working with content creators?

Kyla: We were lucky to get self-tapes from the creators, which helped me get a feel for who they are. Our agency also gave us a list of creators to look at, but for me, the important prep work was understanding the community as a whole. I wanted to familiarise myself with their language, their stories, and the content they create. Once we had the final cast, I spent time talking with them about their lives and their communities. It was about building that connection.

Q: What should agencies and brands know about this project when they see it?

Kyla: When it comes to working with diverse people, the word “diversity” can feel overused. But if brands and agencies are really serious about bringing true diversity into their work, it’s about understanding the subtlety of the human experience. People with specific lived experiences don’t like feeling like they’re being force-fed representation. It’s about finding those human textures that connect us all. This project balanced that beautifully. The story couldn’t exist without these characters, but it’s not just about their diagnoses — it’s about their shared human experience and how you can share it through a platform like Instagram.

Q: What should everyone who reads this know about you as a director, especially after working on this project?

Kyla: I feel like I’m part of the Zeitgeist, like I’m in the middle of it, not on the outside looking in. That’s why I feel such a connection to telling honest stories. With this project, I realised I was unintentionally telling a version of my own story through the lead character, Liz, which was a really special experience.

Q: What were some specific considerations you had to make to accommodate the creators’ health conditions during the shoot (if any)?

Phil:  We were very mindful to accommodate things like dietary requirements, both in pre-shoot preparation and during the shoot itself. Where there was any risk of contamination, we made sure to supply food from certified sources. This was particularly important for our creator with Coeliac disease, as any exposure to gluten could have led to hospitalisation. Travel and accommodation were very carefully considered too to ensure comfort and much needed rest times were perfect conditions.

Q: What was the most important takeaway from working with real content creators as opposed to a regular cast?

Phil: Working with real content creators, rather than actors, was central to our approach. Real people bring a level of authenticity that’s hard to replicate with actors, so our casting process was crucial. We contacted over a hundred creators and spent a lot of time interviewing them to ensure we had the perfect contributors for the campaign. Our final selections were based not only on their respective autoimmune conditions but also on their stories, comfort in front of the camera and their complementary personalities as a group.

Ira: The most important takeaway was the level of authenticity. When photographing professional actors, a certain degree of performance is involved, even when they’re being “natural”. But with content creators, who are used to showing themselves online in raw and unfiltered ways, I found a refreshing sense of vulnerability and honesty. They weren’t putting on an act; they were being themselves, which made my job easier in capturing the human connections and real emotions that bring a photograph to life. This authenticity is what makes the final images resonate so deeply with audiences, particularly niche communities like those we’re trying to reach with this campaign.

Q: How did the collaboration between the creative team (director, photographer, and creators) unfold during the shoot?

Milana: The collaboration on set couldn’t have gone smoother. For example, we consulted with our creators from the very start of the production to enhance the authenticity of our film. The relaxed preparation during pre production and our time in Barcelona, ahead of the shoot, allowed everyone to get to know each other, build trust, and feel comfortable before the filming itself began. The shoot felt like a group of friends crafting together to create the best possible product. Even though the agency and client made an environmentally friendly decision not to attend the shoot, we never felt any distance at all. They were super supportive of our team and their trust in our recommendations only made the process even more smooth.

Ira: It was an incredibly fluid and collaborative process. From the very start, together with Kyla, Milana, and Phil, we all strive to cultivate an environment where everyone felt like they had a voice, and that sense of equality and inclusion extended to how we worked with the creators. Kyla’s direction was about fostering authentic human connections, and I worked closely with her to ensure that the emotions and stories we captured visually aligned with that. We spent a lot of time observing, discussing, and adapting on the fly, which allowed me to capture moments in a way that felt true to each individual. The creators also had a strong sense of ownership over their portrayal, and I was constantly engaging with them to make sure they felt comfortable with how they were being represented.

Q: Is there anything specific about this project that is worth mentioning to the wider public as well as other agencies and brands?

Phil: The biggest takeaway is that every project is unique. It’s important to establish the best approach early on and be willing to adapt as needed throughout the process. Each project has its own set of requirements, and just because a specific approach works in one situation doesn’t mean it will in another. The key is to stay open-minded and flexible.

Milana: I strongly echo what Phil just said… and this is exactly why at NERD we pride ourselves in our collaborative and flexible approach to production. We can only achieve that if we approach each project on an individual basis and really dig deep into the stories we are going to tell.  From the treatment stages of this production we felt like we were all one team, with one common goal – to make the most impactful, authentic and relatable campaign. Everything else just fell into place perfectly.

Ira: One of the standout elements of this project was the intentional focus on diversity and inclusivity, not just in terms of representation but also in how we approached the production itself. It’s one thing to cast diverse talent, but it’s another to ensure those individuals feel genuinely seen and understood throughout the process. We made a conscious effort to create a space where everyone felt valued and respected, from the creators to the crew. This approach isn’t just a nice-to-have—producing work that genuinely resonates with global audiences is essential. It’s about more than ticking boxes; it’s about ensuring that our imagery reflects the natural world authentically and positively.

Watch our BTS film here.