Big Issue and Specsavers share Gheorghe's story
Director Tami Doncic's piece for Big Issue and Specsavers tells the story of Gheorghe, a Big Issue vendor whose experience with hearing loss highlights barriers to essential healthcare.
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In the new film from Fight Gravity Films, director Tami Doncic follows Gheorghe, a Big Issue vendor whose experience with hearing loss makes everyday life and work a challenge and "reveals deep gaps in access to basic healthcare".
Through the Big Issue’s corporate partnership with Specsavers, Gheorghe was able to access hearing tests and ongoing aftercare. His story is one of several featured in the wider campaign produced by Fight Gravity, which highlights the experiences of various Big Issue vendors across the UK.
Doncic explains that, "Brands and organisations have a platform, and it’s important that they use it to highlight real human issues as well as selling their products. In this case, Specsavers is directly tied to hearing and vision, so supporting a story like Gheorghe’s is both relevant and meaningful.”
Doncic said that her previous experience in documentary filmmaking was “essential” in helping her craft this piece. Balancing the objectives of the client while being careful to respect “the person at the heart of the story… meant navigating real emotion, unpredictable moments, and a narrative that was constantly unfolding.”
Credits
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- Production Company Fight Gravity Films
- Director Tami Doncic
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Credits
View on- Production Company Fight Gravity Films
- Director Tami Doncic
- Producer Tuli Litvak
- DP Shaun Swingler
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Production Company Fight Gravity Films
- Director Tami Doncic
- Producer Tuli Litvak
- DP Shaun Swingler
“Out of respect for Gheorghe, we made sure to only include what he felt comfortable sharing,” Doncic acknowledged. “There’s always more to someone than what makes it into a three-minute piece, but what we did show was honest and true to him.”
Gheorghe’s struggles with his hearing also influenced the style of the piece. Doncic used creative editing to convey Gheorghe’s experience to the audience. “We manipulated and layered sound and images in ways that conveyed how overwhelming the world can be when you have hearing difficulties,” she detailed. “We also slowed the pacing at certain moments, using longer takes to help immerse viewers in Gheorghe’s perspective.”
Doncic also explained some of the challenges of shooting this spot, mainly stemming from the fact that they had no control over their environment. “[We were] filming in a live retail environment with real customers, and dealing with unpredictable London weather,” Doncic recounted.
Other challenges stemmed from the fact that Gheorghe’s first language isn’t English. He sometimes found it hard to express himself in the ways he wanted to under pressure, especially with a camera on,” Doncic explained. “So we had to find ways to help him feel at ease, allow the conversation to happen naturally, and still capture what we needed for the story.”
“The most meaningful part of Gheorghe’s story for me was his resilience,” says Doncic. “Despite [his struggles], he’s stayed positive, proactive, and engaged with the world around him. That kind of quiet strength is really humbling; it reminded me that many people are carrying far more than we realise.”
What Doncic most hopes audience members take away from this is how fortunate those of us who don’t have to worry about homelessness or healthcare are. “Often, privilege is luck of the draw. Everyone has a story and often struggles you can’t see,” she says. She finishes with, “Gheorghe is someone you might pass on the street without thinking twice, but he’s dealing with something that affects his quality of life every day. Access to something as basic as hearing care shouldn’t be a privilege, but a right.”
