THAW – Why real stories still cut through

We are surrounded by messages. Campaigns, statements, promises, positioning. Most of them disappears the moment we scroll past them.

THAW exists because real stories still behave differently.

This film follows an ongoing project on Sweden’s highest mountain, where a group of people attempt something both simple and demanding: slowing glacier melt by covering ice with a wool blanket. It’s not a concept. It’s not a simulation. It’s not a metaphor. It’s something that actually happened, in real conditions, with real consequences and real effort.

That distinction matters.

When you document something as it unfolds, uncertainty is built in. There is no guaranteed outcome, no clean narrative arc waiting to be revealed. What you capture instead is commitment, doubt, persistence, and the cost of caring enough to act. Those are not talking points. They are values, made visible.

At Impact Docs, this is the core of how we look at storytelling for businesses and organisations. Documentary is not about saying the right things. It’s about standing close to real action and letting meaning emerge from what people actually do.

THAW does not try to convince the audience about anything.
It shows effort.
It shows responsibility taken seriously.
And it trusts the viewer to draw their own conclusions.

That is why documentary storytelling cuts through where traditional communication often fails. When the story is real, values don’t need to be explained. They are felt.

The premiere of THAW takes place here on the 27th. It marks not only the release of a film, but a clear example of how real, ongoing work can become powerful communication when it’s allowed to be documented honestly.

If your work is real, it deserves to be told that way. And if you feel inspired, get in touch.