I’ve heard the word ‘unprecedented’ more times this month than ever in my life x20. Personally, I’m feeling uneasy, uncertain, and unnerved in the face of the unexpected. The world was unprepared and uninformed, and we’re stuck in a cycle of heartbreaking unemployment and an unforeseeable future.

It takes something bigger than all of us to bring attention to what’s important. The cycle of our work takes priority over every day and time flies by as the cycle goes on. Corporate conversations involve selling and profit, marketing takes up as much of your schedule and budget as you have to spare, and time for family, friends, and self-care remains strictly in the evenings and weekends.

In the shadow of Covid-19 we see family time from morning til night (despite a few video calls in between). Corporate conversations involve a personal exchange, ‘how are you holding up?’ and ‘if you need anything, we’re here’, without the underlying whisper of a sale. Without our heavy commutes in cars and trains and planes, the environment is being given a chance to heal, and relationships seem closer and more meaningful than ever.

In a conversation with my MD, York, this morning, we agreed that it doesn’t feel right to sell, market, and campaign as usual right now. Whilst the pressures of isolation leads to less work, which leads to less cash flow, which leads to more pressure (and repeat), we know our focuses should be external to the business when everything feels so fragile.

Like many, our mindset in this time is to help others. We don’t want profit, we want to help. We’ll get through this, and business will go on as usual eventually. We’ve never really been the type of team that likes to hard sell anyway, our ethos is to help others with video, and that’s why we’ll never sell to those who don’t need us. But, now, more than ever, we’re reaching out to our contacts, partners, and strangers who could use our help.

In the shadow of Covid-19 we see ungratefulness being reversed. Our unbelievable, unfaultered and forever underappreciated healthcare workers rising to the fight. We see understanding and empathy, undeniable solidarity, and we stand united in these unprecedented times.