Copper & Courage: The Genesis of Private White V.C.

The Challenge

Private White V.C. wanted to honour the incredible true story of its namesake, Private Jack White V.C., whose bravery in World War I, earned him the Victoria Cross and laid the foundations for Britain’s last stand-alone clothing factory.

The ambition was to create a brand film that could do justice to a century-old story while engaging today’s audiences with fresh, cinematic storytelling.

The Process

We created and produced Copper & Courage: The Genesis of Private White V.C., blending live-action production with generative AI. Studio footage captured the precision and detail of garment-making in the Manchester factory, while AI-generated sequences reimagined Jack White’s heroics on the Diyala River in 1917.

AI was chosen because it allowed us to visualise moments at scale and with imagination that would have been impossible to achieve within the constraints of traditional production.

Our post-production team guided the technology; experimenting with hundreds of prompts, refining outputs, and combining AI visuals with filmed elements to achieve the historical accuracy, tone, and emotional impact required.

The Idea

The final film connects past and present: a cinematic tribute to Private Jack White’s courage and the legacy of craft that continues through every garment today. For Private White V.C., the project is both a celebration of heritage and a statement of intent; embracing new technology to share their story with the world.