How do we show people in the campaign without seeming fake?

Authentic people in campaign creative come from a genuine connection between the brand, the people represented and the story being told. Representation is not a casting choice added at the end. It belongs in the research that shapes brand strategy, the range of voices developing the idea, and the images, authors and contributors chosen to bring it to life.

For B2B brands, this matters just as much as it does in consumer advertising. Customers and employees still want to see a world that feels recognisable, human and relevant. Content becomes more credible when it reflects the people a brand affects, rather than relying on polished stereotypes or a narrow idea of who belongs. The strongest stories leave room for people to describe their own experience, instead of asking them to perform a pre-written version of it.

Performative inclusion happens when people are used as symbols for a message that is not supported by the organisation's behaviour. A diverse image alone cannot create trust, especially when the people behind the work, the voices shaping decisions and the culture of the business tell a different story.

Avoid tokenism by challenging lazy assumptions in the brief. Consider whether the campaign would work differently with another demographic in focus, and whether the people shown have a meaningful place in the story. Keep the creative clear about why each person is there. Equal representation behind the scenes and on-screen gives a campaign firmer ground, while trust, empathy and listening help make different perspectives useful rather than decorative. Brands do not need to claim perfection, but they do need clear internal commitments that support the message they put into the world.

We believe authentic representation is stronger when it is built into the whole creative process, not pasted onto the final frame. That means making space for different perspectives in research, strategy and production, then letting people speak with their own voice. It also means helping brands challenge the assumptions that can make campaign creative feel narrow or cynical.

We have put that belief into practice in work with IBM on its I Want You to Know campaign, which shared the day-to-day challenges and idiosyncrasies of its diverse workforce. We have also created a film for UST that centred the people connected to Nourish + Bloom Market, including its founders, local suppliers, workers, customers and family. The stories had their own human weight because the people involved told them themselves.