The Inclusive Finance Network Luxembourg (InFiNe) is pleased to announce the selection of Herd Represented, a UK-based collective of independent creatives, as the production partner for the European Microfinance Award (EMA) 2025 audiovisual reports. The team is currently on mission, traveling across Africa to document the innovative work of this year’s three finalists, before heading to India, their last stop for this project.
The European Microfinance Award 2025 focuses on the theme “Building Resilience Through Inclusive Insurance,” recognizing organizations that enable low-income and vulnerable populations to manage risk and build long-term financial security through innovative insurance solutions. As co-organizer alongside e-MFP and with support from Luxembourg’s Ministry of Foreign and European Affairs, InFiNe plays a crucial role in the Award’s success: from preparing and managing the award ceremony to conducting follow-up visits two years post-ceremony to verify the proper allocation and utilization of funds by the winners.
Following the launch of a call for proposals in June 2025, InFiNe received seven (7) applications from qualified production companies across Europe. Each proposal was carefully evaluated against comprehensive criteria covering relevant experience and expertise, methodological approach, technical capabilities, creative vision, and proven track record in documentary filmmaking.
Through this systematic evaluation, InFiNe conducted an initial assessment and shortlisted the most promising candidates for deeper review. Herd Represented emerged as the preferred candidate, distinguishing itself through its narrative flexibility, clear production methodology, and compelling creative approach.
“Video production is absolutely essential for presenting the finalists’ projects to our global audience,”
notes Irene Pancheri, Project Manager at InFiNe.
“These videos are more than just promotional materials: they give finalists the opportunity to showcase concretely what they are doing while helping others connect with the people and narratives behind their projects. As documentary portraits, they allow us to tell their stories in a tangible way, highlighting both the challenges they address and the innovative solutions they implement.”
As an independent creative collective specializing in global projects, Herd Represented brings exceptional stylistic and narrative versatility to this assignment. The team, led by two (2) traveling directors with a remote production coordinator, combines production expertise with creative talent honed across diverse international contexts.
Their portfolio, as well as their confidence in defending their creative direction, demonstrated exactly the kind of visual storytelling needed to bring the finalists’ stories to life. Their production plan was clear, realistic, and well-structured, ensuring delivery within the ambitious timeline required for the November ceremony. Particularly valuable for this project is the team’s ability to work across multiple continents and their understanding of documentary approaches that balance journalistic integrity with emotional resonance.
Herd Represented’s production team has already begun their field work, traveling to finalist locations to capture the human stories behind the innovations. The crew has completed filming in Rwanda and is currently heading to Kenya to document the second finalist’s work, before concluding their journey in India.
As stated by Tyson Sadlo, Creative Director at Herd Represented:
“Herd Represented is proud to be awarded this global project to capture the three finalists for this year’s European Microfinance Award. As a specialist global production company, we knew that our creative team was the perfect fit to help InFiNe achieve the tight schedule across Rwanda, Kenya and India.”
The production will deliver:
The video reports will be broadcast for the first time during the High Jury meeting in late October, then showcased at the EMA 2025 Award Ceremony on November 13, 2025 in Luxembourg, attended by European microfinance leaders, practitioners from developing countries, policymakers, and members of Luxembourg’s financial community. Following the ceremony, all videos will be made available on InFiNe’s YouTube channel and shared on the European Microfinance Award website (www.european-microfinance-award.com).
As the production team continues their mission across Africa and Asia, sneak-peek content, behind-the-scenes footage, and updates from the field will be shared on Herd Represented’s social media channels (listed below).
“Like military precision and adaptive creative flair, these three have managed to capture the spirit of the communities across the globe partaking in these awards. Our team have stories to tell themselves so make sure you watch out for the behind-the-scene images and film as well,”
concluded Tyson Sadlo.
Members and supporters are encouraged to follow along with the production journey through these platforms, and to stay tuned on InFiNe’s channels for the launch of the teasers in the upcoming weeks!
InFiNe acknowledges the valuable contributions of previous production partners who have helped showcase the Award finalists over the years, building a rich visual archive that has amplified the impact of inclusive finance innovations worldwide.
© Photos Herd Represented, Valentina Davì, Mark Hadj Hamou, Théo Jumeau
On Instagram, for current on the fly behind the scenes
@herdrepresented
@markhadjhamou
@theojumeau
@valentinadavi
@tysonsadlophotographer
On LinkedIn, for a “behind the scenes” documentary
Herd Represented
Valentina Davi
Tyson Sadlo
InFiNe is the Luxembourg platform that brings together public, private and civil society actors involved in inclusive finance. The value of InFiNe lies in the wide range of expertise characterised by the diversity of its members.
With the support of
Inclusive Finance Network Luxembourg
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L-1631 Luxembourg
G.-D. de Luxembourg
Tel: +352 28 37 15 09
contact@infine.lu
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