CLIENT: Genesis Healthcare System

PROJECT: Video

AGENCY: Serif Creative

ROLE: Creative Direction

I love a creative challenge, but admittedly I found this daunting.

Genesis Healthcare System asked Serif Creative to produce a promotional film sharing the exemplary level of care and access to renown physicians for its cancer patients. This would be conveyed through a patient’s recovery story.

From a purely creative standpoint, I was totally confident we would deliver for the marketing team at Genesis. However, the subject matter and the emotional responsibility this project carried weighed on me. To deliver on our client's business objective is part of the creative process, but I was very concerned about exploiting Ashely's medical condition and her family's painful struggle.

There is a great backstory about how we resolved this delicate creative challenge. It was not easy but in the end, I believe we exceeded what we hoped to achieve for Genesis, for Ashley and her family, and for Serif Creative. This is entirely due to our creative and production team's desire to honor Ashley's family and deliver something we could all be proud of for our client.

This project received the Creative Excellence Award for Long-form video in 2019 by CSCA.