A2Dominion needed customer service training that staff would remember. We created a drama-style mini-episode with characters and storylines that made learning feel real.

A2Dominion is one of the UK’s leading housing associations, managing thousands of homes across London and southern England. Their work goes beyond providing housing. They build communities, support residents, and deliver services that affect daily lives. To achieve that, staff need more than guidelines; they need to feel what great customer service looks like in practice.

Traditional training can often feel distant, forgettable, or “box-ticking.” A2Dominion wanted something completely different. An approach that would hook people in, keep them watching, and make lessons stick. The challenge was to create a drama that explored staff behaviour and customer service through characters and stories, so learners could see themselves in the situations and reflect on what they’d do differently.

In partnership with EmergingU, we developed a drama that played out like the first episode of a mini-series. We scoped multiple filming locations and built a full dramatic arc designed to immerse staff in the world of the story. To reinforce that “serial TV” feel, we designed bold opening titles reminiscent of classic dramas, and layered in a distinct visual style and soundtrack. Our role spanned filming, directing, location management, post-production, and theme/graphic design—bringing every detail together.

The end result was an experience. Staff were introduced to characters they could recognise: colleagues, residents, managers—each with their own flaws, decisions, and dilemmas. Because it felt like watching a short drama rather than a training video, engagement shot up. Workers weren’t being told what to do, they were being drawn into a story that left them talking, questioning, and ready to learn. The promo above is a snapshot of that longer drama piece experienced by colleagues at A2 Dominion. You can watch the full episode by clicking here.