Free Thinking is a groundbreaking new fundraising campaign launched by St John’s College which aims to take on greater responsibility for the funding of scholars and scholarship and fill the funding gaps that have opened up over time. The campaign has set a target of £100 million and sought to create an emotional connection with potential donors through a cinema screening at the campaign launch. The film’s use of abstract ‘happenings’ create moments of tension, mirroring audio interviews with St John’s students who have faced financial challenges. The film’s scenes converge on a moment of release, which communicates the emotional impact the of the campaign’s aims. The Free Thinking film commission included the development of a campaign identity and accompanying printed communications.