Primal Screen, ITV

The Challenge

Internal communications campaigns are tricky. You're trying to get employees—who are already drowning in emails and meetings—to care about a company initiative. "Primal Screen" was ITV's push to get staff thinking more about consumers and advertisers.

A PDF wouldn't cut it. A boring intranet page would be ignored. They needed something that felt different, something worth exploring.

Our Approach

We built an immersive web experience. Rather than presenting information in the usual corporate-comms style, we created something that felt more like a documentary or interactive story.

The design was deliberately cinematic—this is ITV, after all. Bold visuals, careful pacing, content that reveals as you scroll. Each section draws you into the next, building understanding gradually rather than dumping information upfront.

We focused on making it feel like discovery rather than mandatory training. Users could explore at their own pace, diving deeper into areas that interested them.

The Results

Engagement was significantly higher than typical internal campaigns. Staff actually explored the content rather than skimming the headline and closing the tab.

It's a reminder that internal audiences deserve the same quality of experience you'd give external ones. Just because they work for you doesn't mean they'll pay attention to boring content.