Case Study: SWM Society / Project ZerO’s
Purpose-led film and social content
Turning a wide range of community, creative and sporting activity into one coherent story — and an ongoing stream of useful video content.
SWM Society — Style With Meaning — is a clothing brand with a wider social purpose behind it. Through their collaboration with charities including Project ZerO’s, artists including Thomas Mushet, and rappers including Joe Black and Kitch, the organisation brings together fashion, football, music, dance, art and photography to engage young people, create opportunities and highlight wider social issues.
Ten Eleven Studio began supporting the project in March 2026, helping turn a growing collection of activities, people and existing footage into consistent video content for both social media and the SWM Society website.
The work has developed into a combination of original filming, interview-led storytelling, short-form social edits and a longer documentary-style hero film.
Below: A three-minute documentary-style film created to communicate the wider Project ZerO’s story for the SWM Society website and potential sponsors and partners.
The challenge
Its activity included professional football, fashion shoots, school visits, music collaborations and creative projects involving young people, artists and performers.
The challenge was bringing those different strands together in a way that still felt like one recognisable story.
SWM Society also needed content that could work at very different levels.
Instagram required short, regular films that could quickly communicate individual moments and keep the projects visible. At the same time, the organisation needed something more substantial that could explain the bigger picture to website visitors, prospective partners and sponsors.
The goal therefore became bigger than producing individual videos.
It was about creating a bank of useful content from a wide range of real activity, while keeping the purpose behind SWM Society visible throughout.
The aim was not simply to produce one finished film from the shoot.
The footage was captured with enough variety to support both immediate storytelling and a longer stream of future content.
The approach
One of the central pieces of original production was a full filming day at Leyton Orient FC, covering a professional SWM Society clothing photoshoot — featuring their Project ZerO’s range — involving models and professional footballers.
Across approximately eight to nine hours, filming included player interviews, establishing footage, behind-the-scenes moments, detailed cutaways and wider coverage of the day.
Alongside this newly filmed material, Ten Eleven Studio worked with an existing archive of Project ZerO’s content.
That wider library included material from:
another clothing photoshoot
a vlog filmed by a football-supporting family
a school visit involving rapper and artist Kitch
Hear My Voice, bringing together four established rappers around the dangers facing young people on the streets
Art is a Healer, combining music, dance, painting and other creative expression
Professional photography and footage from these projects could then be combined, re-edited and connected to the broader Project ZerO’s story.
Rather than treating each activity as an isolated event, the editing approach was to find the common thread running through them:
Creativity. Opportunity. Community. Identity. Positive engagement with young people.
Creating content that works at different lengths
A major part of the project has been turning the available material into regular short-form films.
To date, approximately 25 finished videos have been created, including around 24 social-media edits, typically running between 20 and 60 seconds.
Some focus on a single moment or project. Others combine footage from different activities to reinforce the wider SWM Society identity.
This allows the organisation to keep using its strongest filming long after the original activity has finished.
Alongside the short-form work, Ten Eleven Studio has also produced a three-minute hero film telling the wider Project ZerO’s story.
The film takes a more documentary-style approach, combining interviews, scenic imagery, activity footage and emotional moments to explain what Project ZerO’s is trying to achieve, and how SWM Society is aligned to that purpose and cause.
It has been created for use on the organisation's website and to support conversations with potential sponsors and partners.
In the latest 90-day reporting period, SWM Society's Instagram recorded 3,780 views from 2,050 viewers, with 72.7% coming from non-followers.
SWM Society is still a relatively small Instagram account, with only three posts prior to Ten Eleven Studio’s involvement, so these figures are not being presented as viral-scale performance.
The more encouraging signal is how far the content is travelling beyond the organisation's existing follower base.
During the latest 90-day reporting period, Reels accounted for 96.2% of all views and 98% of content interactions.
The strongest recent piece reached approximately 1,000 views.
At the time of the snapshot, the account had 58 followers, meaning recent content was being seen substantially beyond the size of the existing follower community.
These figures cover only the latest 90-day Instagram reporting period. Ten Eleven Studio's involvement began in March 2026, so they do not represent the full period of activity.
The results are therefore best viewed as early evidence that regular short-form video is helping SWM Society and Project ZerO’s reach people beyond their existing audience, rather than as a claim of large-scale social growth.
More than social media
The value of the project is not only measured in Instagram views.
SWM Society now has a growing bank of content that can be used differently depending on the audience.
A short vertical edit can introduce one activity in under a minute.
A player interview can become its own piece of content.
Existing archive footage can be reused alongside newer material.
And the hero film provides a fuller explanation of the organisation's purpose for people who need more context — particularly potential sponsors, partners and website visitors.
For Ten Eleven Studio, the project demonstrates how a single body of filming can become multiple useful assets rather than one video that is published once and forgotten.
Have a story that could work across more than one channel?
One filming session does not have to mean one finished video.
Ten Eleven Studio helps organisations capture meaningful stories and shape them into films and content that can work across websites, social media, campaigns and wider communications.
And no polished brief? That’s fine, if you have the beginnings of an idea, we can start there.