CASE STUDY

Finding the magic in the National Read Aloud Challenge

A Two Krakens case study - Fonetti at Amazon HQ, London

CLIENT:
Auris Tech and Fonetti
SECTOR:
EdTech
WHERE:
Amazon HQ, London
WHAT WE MADE:
An interview-led series of short films capturing the emotion behind the National Read Aloud Challenge
THE RESULT:
A film series now anchoring the launch of the 2026 National Read Aloud Challenge campaign

THE BRIEF

A film series now anchoring the launch of the 2026 National Read Aloud Challenge campaign

THE STORY

The story here was never the app. It lived in the children, in the shift you could see when a shy reader realised they'd done it. That confidence is the thing Fonetti creates, and it's the thing a marketing deck can't manufacture. So the plan was simple in principle and hard in practice: interview a spread of voices across the day and find the through-line running through all of them. Let the essence of the platform come out in their own words, then build the films around what mattered most.

THE APPROACH

This is where the day was won or lost. We took minimal kit, on purpose. One light, one boom mic, two camera angles. A camera pointed at you is daunting enough as an adult. For children, a full rig would have tipped it from nerve-wracking into overwhelming. We also chose not to clip a mic onto any of the young people, which is not how we'd normally work. We usually run two levels of audio as backup, so losing that meant monitoring sound far more carefully throughout the day to make sure we never lost a word. The room fought us. Amazon gave us a space we hadn't seen beforehand, and it wasn't the quietest. We could only film in one direction, with no shooting into the wider environment, which stripped away most of our options for framing and composition. We had a short window and no time to plan around it. So we got creative on the spot: we used a set-level case at the back, moved cushions around to build a bit of visual interest, and brought in a chair from outside the room to sit the talent in as the focal point. The Real You Method, adapted for children. With the adults, we ran our usual process. Grown-ups tend to waffle and correct themselves on camera, and that's easy to work with. Children do the opposite. Point a lens at them and they seize up and go quiet. So we took the method a step further. We made the whole thing fun. We embraced every mistake and laughed with them, lifted their energy right before they sat down, and changed the way we asked each question depending on the child in front of us. And because the other children were watching and waiting their turn, we gave every one of them a high five afterwards. A small thing. It kept the mood light and told the next child there was nothing to be scared of. That's the difference between an interview and a moment a child actually enjoys. And it shows on screen.

THE OUTCOME

We turned the day around quickly and delivered a full series of short films. Some cut for social, some for YouTube. On some we used b-roll and added music. Others we left clean, because what the person was saying was powerful enough to stand on its own, and anything else would have got in the way. Kim's reaction said it best.
"What you've created here is just magical. I don't know what it is, but it's magical."

WHERE IT'S WORKING

These films aren't a one-off deliverable that gets watched once and filed away. They're the backbone of Fonetti's next campaign. Kim's marketing team has built a full release sequence around them to launch the 2026 National Read Aloud Challenge, rolling them out to promote the new round to schools across the country. One day of filming, feeding a campaign that runs for months. That's film that earns its budget.
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