For the launch of a first-of-its-kind therapy for a rare autoimmune condition, a new agency client tapped us to direct and produce a suite of stills and motion that felt human, hopeful and credible.

Working closely with the agency, we cast professional talent nationwide to find the right mix of relatability and nuanced performance. We filmed five everyday scenarios that communicated possibility without overselling: A couple walking their dog after work, an accountant working late, a father and son playing chess, a retired couple packing up the car, and an actor portraying a patient volunteering at a support walk.

To maximize production value, we transformed a single suburban home into multiple distinct settings. A nearby park served as the location for the support walk.

Fun fact about that walk scenario: It was the first shot of the first shoot day. When we arrived before sunrise, in pitch-black darkness, we discovered that a massive boulder had somehow been placed in the middle of exactly where we were planning to shoot. It wasn’t in the script, but it turned out to be a perfect early test of our crew’s flexibility and problem-solving instincts.

The final campaign delivered a cohesive set of visuals that resonated with patients, providers and caregivers alike — helping drive strong awareness and adoption for a therapy that’s now changing lives nationwide.