Global Ethics
The Brief
Make 470,000 professionals care about mandatory ethics training
Ethics training was slipping down the priority list at Deloitte Global. Completion rates told one story; genuine engagement told another. The consequences of getting ethics wrong are measured in regulatory fines, reputational damage, and real human harm. The firm needed onboarding content that made people feel the weight of ethical decisions — not just tick through them.
The Solution
Stop teaching ethics. Start telling a story
A three-part dramatised film series following team members as they navigate a difficult ethical scenario, paired with a standalone trailer that frames ethics as a legacy — inherited from those who came before, held in trust for those who follow. No lectures. No compliance checklists. Just a story that makes the consequences of ethical failure feel personal.
There’s a story behind the story
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Background
The professional services sector has paid billions in compliance failures. The training had to match the stakes.
Deloitte’s Global Ethics team wanted to reimagine onboarding ethics training with a focus on respect, fair treatment, and inclusion. The existing content was functional but forgettable — the kind of mandatory module that gets completed in a browser tab while doing something else.
In an industry where ethics violations carry regulatory, financial, and reputational consequences, training that fails to land isn’t just ineffective. It’s a liability. The brief asked for a low-tech approach that required minimal integration and infrastructure — something that could deploy globally without friction.
The challenge was emotional, not technical. How do you make a topic most people think doesn’t apply to them feel urgent, personal, and impossible to ignore?
Global Ethics — Experience Introduction
Our Approach
Show how something small becomes something enormous
We created a three-part film series depicting characters behaving unethically towards a team member, and colleagues deciding whether to speak up. The films followed the characters through their dilemma — illustrating how something seemingly small to one person can have a devastating impact on another.
The narrative focused on practical advice for handling ethical dilemmas: the importance of bystander engagement, the pressure to compromise integrity, and the courage it takes to do the right thing when it’s easier not to.
A companion trailer took a different angle entirely — framing ethics as a legacy, connecting past and present, and positioning every employee as a custodian of the firm’s reputation. The combination gave the training both its emotional punch and its philosophical spine.
The Report | Episode One
Key Project Assets
Three-Part Dramatised Ethics Film Series
A narrative-driven series following colleagues through a realistic ethical dilemma — designed to make the consequences of inaction feel personal, not theoretical.
Ethics Legacy Trailer
A standalone film framing ethical behaviour as an inherited responsibility — connecting past, present, and future to give the training a philosophical anchor.
Low-Infrastructure Global Deployment
A production approach designed for minimal integration requirements — enabling seamless rollout across Deloitte’s entire global network without technical barriers.
Impact
The series received outstanding qualitative feedback from across Deloitte’s global audience — the kind of response that mandatory training almost never generates.
Project Insights
From obligation to conversation
Ethics training fails when it treats the audience as potential offenders who need correcting. We treated them as people who want to do the right thing but don’t always know how — especially when the pressure to stay silent is real.
Three short films. One simple insight: the most dangerous ethical failures aren’t the dramatic ones. They’re the small ones that nobody challenges. When you make that visible, you don’t need to tell people what to do. They already know.
Captivating, hard-hitting, and truly original. This is a fine piece of work.
Ethics Team Lead — Deloitte
