Act Like a Friend Would –
Transport for London
Directed by: Edem Kelman
Production Company: My Accomplice
Agency: VCCP London
Client: Transport for London
Role: Sound Design and Mix
Overview
Act Like a Friend Would is a powerful campaign from Transport for London and VCCP London, encouraging passengers to look out for one another and safely intervene when they witness harassment or intimidation.
Directed by Edem Kelman and produced by My Accomplice, the films capture the tension and quiet empathy of everyday journeys on the London Underground.
Noise and Order handled post-production sound across the campaign, helping shape a sonic world that feels authentic, intimate, and emotionally resonant.
Challenge
The campaign needed to feel real — set entirely within the London Underground — while carrying a strong emotional undercurrent.
Each spot demanded subtle, truthful sound that supported the performances without over-dramatising them.
With multiple deliverables (a 120-second hero film, two 20-second cut-downs, and four social versions) and mixes for cinema, VOD, streaming, and social media, consistency across formats was crucial.
Approach
To maintain authenticity, we captured ambiences and impulse responses directly on the Tube, using them as the bedrock for the final soundscape.
Dialogue and Foley were cleaned, balanced, and shaped to match the rhythm of the train and the emotional pace of the performances.
Each version was mixed for its platform — with dynamic range and spatial depth adjusted for cinema and broadcast, and tighter, more focused balances for streaming and social media delivery.
The result is a cohesive mix that retains the subtle human moments while staying technically robust across every format.
Collaboration
Working with Edem Kelman, My Accomplice, and the VCCP team was an exercise in shared storytelling — finding the quiet power in everyday sounds.
From edit to final delivery, communication was key: balancing agency expectations, technical compliance, and the emotional weight of the message.
Outcome
Released in October 2025, the campaign received national coverage across major outlets including the BBC, ITV News, and Creative Salon.
It’s currently screening in cinemas and running across digital and social channels.
For Noise and Order, it was an opportunity to deliver high-impact, emotionally intelligent sound on a large-scale commercial platform — bringing broadcast polish to a message built on empathy and connection.
Read More
