Salvos captures generosity in new ‘Gift in Will’ campaign, directed by Flint’s David Maurice Smith
The Salvation Army has launched a new TVC and stills campaign, created in collaboration with production company Flint, which tells the story of a compassionate woman whose life is marked by generosity. Directed by David Maurice Smith, the film is told through a series of carefully crafted vignettes, moments of a kind woman’s life that span from childhood to the present day.
By centring the film on one woman’s journey, the story remains intimate and deeply character driven, but it’s simplicity and humanity speaks to something broader: the quiet strength of ordinary people, and how anyone can choose to leave a legacy of kindness through a Gift in Will to the Salvos.
The campaign was created to encourage Australians to consider leaving a Gift in Will to The Salvation Army. These gifts ensure the Salvos can continue funding the vital programs that change lives, from providing shelter and meals to people experiencing homelessness, to delivering crisis support, aged care, and family services. By inviting people to make a lasting contribution, the campaign highlights how one decision today can help sustain the Salvos’ mission of care and compassion for generations to come.
The entire piece was filmed in Sydney’s Inner West across a single day. One of the biggest challenges was sourcing and dressing locations that could authentically represent four distinct eras: the 1950s, 70s, 80s and present day, while keeping them close enough to manage within a tight schedule. With four separate location moves, and both motion and stills to capture, it was an ambitious undertaking. But thanks to detailed planning and a dedicated crew, the team pulled it off.
Says Flint: “The Salvation Army came directly to us to create their Gift in Will TVC. With no agency involved, we worked side by side with the Salvos team, guiding the project from its earliest idea through to final production and delivery.
“From the very beginning, director David had a clear vision: to take viewers on a journey through time. He believed this approach would stir a deep sense of nostalgia and strike a chord with the “baby boomer” audience at the heart of the campaign. His creative instinct set the tone for the entire project, inspiring the team to craft a narrative that was both cinematic and emotionally resonant.
“We worked with the wonderful freelance creative Guy Collins to refine the idea and were thrilled when the Salvos team embraced it. It was a new approach that felt right for the campaign and resonated strongly with everyone involved.”
Says Maurice-Smith: “Working with an iconic organization that is responsible for helping so many Australians was an absolute privilege. The work was a step outside their usual comfort zone, so they were placing a huge amount of trust in us and that really meant a lot.”
This TVC is launched on Sunday across Australia. The suite of stills images shot alongside the TV are for use is other channels such as broadcast media, EDM, socials, internal comms and other collateral. Flint also had its Photographer / Director Tim Swallow shooting the social content.
Production Company: Flint
Director / Photographer: David Maurice Smith
Executive Producer: Rachel Henderson
Head of Production/ Senior Producer: Belle Oliva
Creative Ideation: Guy Collins
Production Manager: Maria Cruz
Social & B-Roll Photographer/DOP: Tim Swallow
DOP: Glen Pokorny
Casting: Toni Higgenbotham
Art Director: Paige Anderson
Post-production: The Hive
Sound Post-production: Squeak E Clean
The Salvation Army:
General Brand Manager & Campaigns: Echo Beltsos-Russo
Marketing Manager Brand- Mission: Rebecca Raj
General Manager Supporter Acquisition & Growth: Theresa Falloon