Yes, it’s another “real life story” but please read on. This one is quite different, and those tweaks make it enormously compelling. It’s Big Issue’s 2025 Christmas film, Issues We Face, filmed in one take on Oxford Street, London, and featuring real vendors telling their stories – to passers-by – in real time.
The campaign, produced by Great Guns and directed by Dean G. Moore, highlights the everyday challenges faced by Big Issue vendors, and urges the public to “stop, talk and support” this Christmas.
Drawing inspiration from the famous opening shot of The Conversation, the film adopts a unique high-angle, real-time perspective. After an encounter with a Big Issue vendor, director Dean G. Moore realised the technique was the perfect way to portray their experience. He shared the idea with Unit’s Phil McCluney, who connected it with The Big Issue team. The concept resonated with the team immediately.
Dean G. Moore commented, “The intent behind the project was twofold. Firstly, I wanted to capture real vendors at work, in real time, as they had an honest and frank conversation about the real and relatable circumstances that led to their homelessness – and how The Big Issue has helped them. Secondly, to highlight how we – myself very much included – are often so caught up in our own busy worlds that we overlook those around us. That realisation was a big motivating factor behind making the film.”
New research from insights agency Kokoro reveals that 63% of Brits believe people interact positively with strangers less than they used to. Observations of Big Issue vendors found that over half (54%) of their approaches to passers-by are ignored, impacting both earnings and wellbeing.
Jack Humphreys, acting marketing director at Big Issue, stated, “This film reminds us of the importance of human connection, especially at Christmas. Our vendors show up every day, often in cold and wet conditions, to earn an income with honesty, energy and resilience. We’re incredibly grateful to them for sharing their stories so openly, and to our partners for helping bring this project to life.”
To ensure the campaign told the right story and conveyed the impactful message, a long casting process was undertaken – meeting with a number of vendors and hearing their stories. From there, Dean wrote and developed scripts for the online film and a 30-second TVC, offering an authentic insight into vendors’ lives and experiences.
Credits
Written and Directed by: Dean G Moore
Production Company: Great Guns
Founder & E.P: Laura Gregory
Executive Producer & Producer: Tim Francis
Executive Producer: Phil McCluney @ Unit
Producer: Michael George
Director of Photography: Thomas English
Camera: Max Hodgett
1st AD: Jack Green
Sound Recordist: Grant Studart
Editing: Sara Faulkner@ Stitch
Edit Producer: Angela Hart
Grade: Harry Shelton at Unit
H.O.P @ Unit: Tania De Sousa
Sound Design and Production: Pitch & Synch
Location: With thanks to The Crown Estate
