Screwfix (Kingfisher Retail)
Turning an Acquisition into a Shared Ambition
On-site production across a 260,000 sq ft distribution facility, capturing real staff interviews and cinematic B-roll to showcase group-wide operations.
Industry
Enterprise Retail & Logistics
Production Scope
On-site Filming for Internal Announcement Video
Deliverable
Multi-Site B-roll, Infrastructure Filming & Unscripted Staff Interviews & Soundbites
The Problem
When Kingfisher acquired Connect Distribution in Birmingham, the commercial logic was clear. Getting a global organisation to feel it was a different challenge. Category teams, buying offices and local banners across Europe each had their own priorities. Without a compelling internal narrative, the transition risked being received as a head office directive rather than a genuine opportunity for the whole group.
The Solution
A single internal communications film designed to travel across the entire Kingfisher group, turning a complex acquisition story into a clear, energising narrative that people at every level of the business could understand and get behind.
Start with the objective, not the camera
The film wasn't commissioned to announce an acquisition. It was commissioned to change how people across the business felt about it. We started by agreeing on that distinction, because it shaped everything from the tone of the script to what we chose to put on screen. The objective was alignment and advocacy, not information.
Work with the people who own the message
Kingfisher's leadership understood the strategic opportunity. The challenge was translating that into language that would resonate with people in logistics, sourcing, legal and range management simultaneously. We worked directly with the people closest to the vision to make sure the narrative reflected the real ambition, including the group's circularity goals and the significance of centralising 22,000 heating spare parts under one roof.
Find the right voice, not just the right title
A film about a 260,000 square foot facility could easily become a tour of a building. We worked to identify the voices that could make the scale feel meaningful rather than just impressive, people who could speak to what this infrastructure meant for the business in practical, human terms rather than strategic ones.
Replace the script with conversation
We helped refine the narrative away from a scripted corporate announcement and toward something that felt like a genuine moment of shared momentum. By using the Prompt Method to draw out natural, unguarded responses from contributors, the film captured the energy of people who genuinely believed in what they were building.
The Result
The film gave cross-functional teams a shared story to rally around. By replacing a standard update with a narrative of genuine opportunity, Screwfix Spares was established as the group's premier partner for product longevity across Europe, and the transition was met with advocacy rather than resistance.