We’re thrilled to announce that our global campaign for HONOR Mobile, created in collaboration with BBC StoryWorks, has just won GOLD at The Drum Awards APAC in the ‘Brilliant Use of Creative’ category!
At Square Elephant Productions, we are incredibly proud of this powerful and deeply human project, which was created to raise awareness and support for those living with Motor Neurone Disease (ALS). Titled #HONORtheChallenger, the film centres around the remarkable story of Bernard Muller, a Dutch businessman who was diagnosed with ALS in 2010.
Despite being completely immobile, Bernard has continued to express himself through digital art—thanks to groundbreaking advances in AI and multimodal technology. The campaign is not just a showcase of tech innovation, but a tribute to the resilience of the human spirit and how technology, when designed with purpose, can become truly transformative.
Shot over a week across London, the Netherlands, and China, the campaign brought together a global team of creatives and technologists. Our goal was to combine cinematic visuals with intimate, documentary-style storytelling, while authentically integrating HONOR’s AI technology into Bernard’s real-life creative process.
Every detail—from the lighting setups to the visual design—was carefully crafted to reflect both the emotional depth of Bernard’s story and the sophisticated, user-focused nature of HONOR’s AI tools. Working closely with Bernard and ALS specialists, the team ensured that the process was handled with the highest level of care, sensitivity, and respect for his lived experience.
Campaign page: Square Elephant Project Page
Credits
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- Parag Sankhe – Director/Producer, Square Elephant Productions
- Martin Andrews – Writer, Square Elephant Productions
- Hijanah Hernandez – Content Strategist, BBC StoryWorks APAC, BBC Studios
- Kome Tamilchelvam – Senior Project Manager, BBC StoryWorks APAC, BBC Studios
- Sherry Huang – Senior Partnership Manager, BBC Studios
- Russ Martin – Design Director, BBC StoryWorks, BBC Studios
- Emily Hood – Digital Designer, BBC StoryWorks, BBC Studios
- Dom Hopking – Cinematographer, Square Elephant Productions
- Deeksha Bhatia – Production Manager, Square Elephant Productions
- Mel Aguilar – Art Director, Square Elephant Productions
- Tom Walder – Gaffer, Square Elephant Productions
- Kat Krupa-Ringuet – Hair & Makeup Stylist
We’re incredibly honoured by this recognition and grateful to everyone who played a part in bringing this story to life. At its heart, #HONORtheChallenger is a reminder that innovation means little without empathy—and we’re proud to be telling stories where technology meets humanity.
