WORK
Work with
purpose, presence
and craft
A selection of films, podcasts, live content and people-led stories shaped around the message, the audience and the people involved.
CASE STUDY
Cups &
Courage
Building a filmed conversation series around trust,
lived experience and human connection.
Cups & Courage is a lived-experience platform built around honest conversations about breast cancer.
The subject matter can be deeply personal. Contributors are talking about diagnosis, treatment, relationships, body image, fear, recovery and life after cancer — often in front of a camera for the first time.
For Wilde Wood, the challenge wasn't simply to film those conversations well.
It was to create the conditions for people to speak openly, naturally and in their own words — and then build something much bigger from what they shared.
Building a filmed conversation series around trust,
lived experience and human connection.
Cups & Courage is a lived-experience platform built around honest conversations about breast cancer.
The subject matter can be deeply personal. Contributors are talking about diagnosis, treatment, relationships, body image, fear, recovery and life after cancer — often in front of a camera for the first time.
For Wilde Wood, the challenge wasn't simply to film those conversations well.
It was to create the conditions for people to speak openly, naturally and in their own words — and then build something much bigger from what they shared.
The challenge
When the
story matters,
so does the
environment
around it.
You can't expect someone to walk onto a set, sit beneath lights and immediately give you something real.
​
Particularly when the conversation is personal.
​
The process has to start before the cameras roll — creating trust, helping contributors understand what the conversation will be, and making the filming environment feel supportive rather than performative.
​
That same thinking carries through into the interview itself.
The aim isn't to manufacture a performance.
​
It's to help the person feel comfortable enough to forget about performing at all.
THE APPROACH
Create the
conversation first.
Film it second.
Cups & Courage is built around long-form, interviewer-led conversations.
​
That gives contributors room to think, pause, change direction and explain what something actually felt like — rather than reducing complicated experiences to pre-written soundbites.
​
The production is deliberately designed around the person.
​
Preparation, environment, questioning and filming all work together to create conversations that feel credible and human.
​
Because when people feel supported, the content gets better.
One conversation. Dozens of useful assets.
The full
conversation
is only the
beginning.
Each recording can create a much wider bank of content:
​
Full filmed conversations
The complete story, with the space and context it deserves.
Short stand-alone films
Individual moments that can work independently across social and digital channels.
Topic-led clips
Useful sections organised around the things people actually want to hear about.
Trailers and campaign content
Material designed to introduce conversations and reach new audiences.
Quotes and shorter editorial content
Further ways of taking important moments beyond the full-length episode.
Rather than creating one film and immediately moving on to the next, the aim is to make every conversation work harder.
A lived-experience library
Not a one-off
content series
This has become an important part of the next stage of Cups & Courage.
​
Across the conversations, common themes naturally begin to emerge.
Diagnosis. Treatment. Surgery. Menopause. Body image. Relationships. Family. Work. Fear of recurrence. Life after treatment. Male breast cancer.
Instead of allowing those moments to disappear into individual episodes or social feeds, we're building them into a searchable, topic-led library of lived experience.
​
Someone doesn't necessarily need to know which episode to watch.
They should be able to start with the thing that matters to them.
The editing work therefore builds an asset over time, rather than simply producing more content.
not a one-off
content series
This has become an important part of the next stage of Cups & Courage.
​
Across the conversations, common themes naturally begin to emerge.
Diagnosis. Treatment. Surgery. Menopause. Body image. Relationships. Family. Work. Fear of recurrence. Life after treatment. Male breast cancer.
Instead of allowing those moments to disappear into individual episodes or social feeds, we're building them into a searchable, topic-led library of lived experience.
​
Someone doesn't necessarily need to know which episode to watch.
They should be able to start with the thing that matters to them.
The editing work therefore builds an asset over time, rather than simply producing more content.
A lived-experience library
not a one-off
content series
This has become an important part of the next stage of Cups & Courage.
​
Across the conversations, common themes naturally begin to emerge.
Diagnosis. Treatment. Surgery. Menopause. Body image. Relationships. Family. Work. Fear of recurrence. Life after treatment. Male breast cancer.
Instead of allowing those moments to disappear into individual episodes or social feeds, we're building them into a searchable, topic-led library of lived experience.
​
Someone doesn't necessarily need to know which episode to watch.
They should be able to start with the thing that matters to them.
The editing work therefore builds an asset over time, rather than simply producing more content.
Designed to grow
Every new conversation
adds more than
one episode.
It adds new experiences, new perspectives and new material that can connect with the footage already captured.
​
That means the value of the content library grows alongside the series.
​
A single conversation can become dozens of useful moments.
​
A collection of conversations can become something much more powerful.
What this demonstrates
Cups & Courage
brings together
a lot of what
we believe good
communication
needs.
Helping real people feel comfortable on camera.
​
Creating the conditions for honest conversation.
​
Knowing when to ask another question — and when to give someone space.
​
Finding the strongest material inside a much longer conversation.
​
And thinking beyond the film being made today to how the content can continue to be useful tomorrow.
​
Because when the person matters as much as the message, you get better communication.
​
Wilde Wood. When the person matters as much as the message.
