Kidder is a 12 minute film where your phone becomes that of Paul Kidd, an 18 year old guy who is struggling with life – he can’t find a job, has no money and everyone else around him on social media seems to be sorted. The film was shot portrait ratio as it was designed to be viewed on a cell phone screen. To date, Kidder has reached over 700k people and has been viewed 246k times on Facebook, with the majority of the audience being 18-24 women. The key to the success was, to our minds, the extensive research with the target audience around story and language, and the skills of the production team who really understood how young people use social media. This is a new way of telling short form drama for social media, using a cell phone takeover format to allow the audience to experience the personal social lives of others.
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