CLIENT WORK / CRANES DRINKS
A second attempt.
A stronger story.
The product already existed. The next crowdfunding campaign needed a clearer, more credible reason for people to back the business.
Creative strategy · Founder interviews · Investor narrative · Scripting · Film
THE WIDER CAMPAIGN RESULT
205%£194,634 raised against a £95,004 target.
The outcome belongs to the wider crowdfunding campaign. Mihaela’s contribution was creative strategy, founder narrative, scripting and film.
01 / THE BRIEF
A campaign that needed a fresh argument.
An earlier crowdfunding attempt had fallen short. For the relaunch, simply producing a more polished film would not answer the underlying question: why should someone believe in this business and its founders?
02 / THE THINKING
Start with the people behind the product.
Mihaela reworked the creative strategy around the founders’ purpose and the audience. Founder interviews helped find the story, the language and the motivation behind the brand.
The task was to connect that human account with an investor narrative: a story that made sense to people considering backing the business, rather than a product promotion alone.
03 / THE DELIVERY
Carry the argument into the film.
Mihaela developed the script and film, shaping the founder conversations into a coherent campaign asset. Strategy, interviewing and creative delivery stayed connected throughout the work.
04 / THE EVIDENCE
A relaunch people backed.
The wider campaign raised £194,634 against a £95,004 target, reaching approximately 205% of its goal. The founder narrative, script and film were Mihaela’s contribution to that relaunch.
For Mirad, this work demonstrates how a fundraising brief can become a translation task: connecting the founders’ conviction with an audience’s reason to believe.
BRING US THE REAL QUESTION
What needs to become clear in a raise or launch?
A new direction, a difficult explanation, a story that no longer fits. Tell us where the work is getting stuck.