Cancer Care Foundation

Creative + Video

We knew this brand video had to be representative, informative, and above all, empowering.

Our approach began with the feeling we wanted to convey — fearless in the face of difficulty, and empowered throughout their journey — feelings that would be inspiring to others going through similar experiences.

To help tell the story of the Cancer Care Foundation Newfoundland and Labrador, we sought out patients from across the province to help relay their lived experiences.

Half of all people in Newfoundland and Labrador will be diagnosed with cancer at some point in their life.

Inspiring Stories

By casting real patients with real experiences we were able to connect with each individual in an authentic way, inspired by their unique and powerful journeys. The audience is invited into the honesty and depth of emotion behind every powerful expression, allowing each moment to shine with the lived experience of the patient.

Perfecting our Process

Our process becomes clear when you view the animatic below and compare it to the final video. This invaluable bridge between storyboard sketches and the final video sets the tone, and allows for easy edits to ensure the final commercial will evoke the desired emotions, and resonate powerfully with the audience.

Hopeful Future

Within the first month the video had over 330,000 views across digital platforms. The campaign launched on the grand opening of the New Chemotherapy Unit at the Dr. H. Bliss Murphy Cancer Centre, putting a spotlight on the essential work being done by the Cancer Care Foundation.

A match-made music score from Newfoundland and Labrador Artist Kellie Loder allowed us to conceptualize a concrete plan.

We built our script and storyboard around this score, illustrating and editing each scene alongside the Video Director until we arrived at something close to the final product.

The storyboard was our blueprint. It was important to nail the visual storytelling at this stage, when a re-shoot only means re-drawing a picture.

Turning the Storyboard into an animatic ensures everyone involved is on the same page before investing in the production phase.

From storyboard to animatic to final video the process allows you to see how our iterative approach builds strong collaborative work.

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