In honour of Earth Month, Laird and Good Company reaffirms its commitment to purpose-driven storytelling through its philanthropic initiative, Good Works. Rooted in the belief that visual storytelling can amplify meaningful change, the agency continues to partner with environmental and humanitarian organisations to lend its artists’ creative expertise and production capabilities to causes that require powerful visual storytelling.
Most recently, director Jameela Elfaki partnered with the non-profit Well Aware to create the short film SERA: More Than Water. Produced by Laird and Good Company, the film is the agency’s latest in-kind donation, further expanding their 1% for the Planet partnership.
The film follows Sera, a 12-year-old girl in Kenya whose daily life has been transformed by access to reliable, clean water. What was once a time-consuming and physically demanding journey to collect water has become an opportunity for education, growth, and possibility. Through an intimate and human-centred narrative, the film highlights the profound impact that sustainable water access has on individuals, families, and entire communities.
“I wanted to ensure the story remained grounded in reality, something warm, honest, and emotionally true; so that viewers could genuinely connect with both Sera and Rose, her mother. I approached it as a hybrid between a short film and a docu-short, allowing space for moments of creative storytelling, like Sera’s dream sequence. That scene, set in the quiet of the morning sun, felt especially meditative and tranquil.
“Filming was a beautiful experience and a real privilege. Sitting in Rose’s home, with the help of two translators, she shared deeply moving words addressed to her daughter, Sera. It was an emotional moment for everyone in the room, we were all holding back tears. It felt incredibly special.
“I also loved filming at the school, where so many spontaneous and joyful moments naturally unfolded in front of the camera. I’m truly grateful to the entire team who helped bring this story to life.” said Jameela Elfaki, director, Laird and Good Company.
The project supports Well Aware’s H2gO Challenge – a two-week peer-to-peer fundraising journey that invites participants to experience the daily obligation many women and girls in rural Kenya face: traveling long distances for water. By raising funds and awareness, the challenge helps bring clean water and sanitation solutions to communities across Kenya while illuminating the resilience and strength of those most affected by water scarcity.
Collaborations like this exemplify Laird and Good Company’s mission to fuse artistic vision with meaningful impact, advancing their approach to value-led storytelling. By pairing the agency’s roster of directors and photographers with organisations in need of compelling storytelling, Laird and Good Company aims to create work that not only reflects artists’ perspectives but also amplifies the missions of organisations working toward a more sustainable and equitable future.
“In the fast-paced, often chaotic world of production, it’s easy to move from one project to the next without taking time to reflect or recognise the impact of the work you do! Working on Sera’s story was an incredibly grounding experience that highlighted the impact water scarcity has on women and girls in rural Kenya. As a female-founded, majority-led company, this mission really resonated with me and illustrated how important our role as storytellers is in sharing the vital work being carried out by charities like Well Aware.
“Seeing purpose meet action, and narrative is tied together through film, was truly inspiring. The story of Sera and her mother is a heart warming contrast between two generations and the simple difference of access to clean water can make to someone’s future.
“It was a genuine privilege to produce this film, and I’m incredibly grateful to everyone who contributed to bringing this project to life.” said Bella Martin, creative producer, Laird and Good Company.
As Earth Month underscores the urgency of collective action, Laird and Good Company remains committed to building a practice that aligns artistic vision with tangible impact – supporting the work of organisations striving to protect the planet and uplift the communities that depend on it.
Since launching Good Works in 2023, Laird and Good Company has donated over $350,000 in monetary and in-kind donations to 1% for the Planet Environmental Partners.