As the largest healthcare company in the world, Johnson & Johnson has a long history supporting the nursing profession. Pivoting the existing campaign from recruitment and retention, the creative ask was to showcase Johnson & Johnson as the advocate for nurses as game-changers, thought leaders, and boundary-pushers, transforming the future of health care.
In order to show the impact that nurses have on the world, we pitched the idea of “nobituaries”–stories that powerfully communicate how lives were significantly changed by the compassionate care of nurses. We then partnered with The New York Times to create a short-film content series starring influencers with unique stories who shared the common thread of a nurse having a direct impact in each of their lives.
Each film was shot in the hometown of our talent, allowing us to have a distinct and genuine feel across the pieces. This also provided the talent with a place where they felt at ease and comfortable sharing a deeply personal and emotional look at their lives.
Footage was brought into the studio for editing and color correction, while original scores were composed for each film to bring the stories to life and make each unique. The full length, 2-minute films were distributed on The New York Times, while cut-down 15 and 30 second shorts were shared by the talent in a series of promoted posts on Instagram.
This campaign allowed us to illustrate the pivotal role nurses play in changing the trajectory of health for humanity through these emotionally captivating stories. To-date, the responses have been as inspiring as the films themselves.
Contributions: concept | art direction | co-director | director of score composition