To produce a film to tell the story of Icons: - where it came from - where it is now and what makes their products so popular - where it's going
The film would focus on the key factors that make Icons a success, e.g. their contacts list, professionalism, living through a period of celebrity culture etc. Visually the film would emphasise the glamorous aspect of the business, i.e. dealing with their world famous athletes, in addition to talking with the personalities behind the firm.
The final film balanced the glamorous nature of the firm with the business intelligence and passion of its employees.