In a time of global uncertainty, PeaceHealth needed a message that would resonate with two distinct audiences: patients seeking reassurance and caregivers needing to feel valued. The objective was to cut through the noise of the outside world and reaffirm the organization's core mission: to serve every individual with dignity and respect.
To translate abstract concepts like "dignity" into a visual language, I avoided sterile, wide clinical shots. Instead, I utilized intimate, handheld camera work to create a sense of proximity and "realness." The camera needed to feel like a participant in the care, not an observer.
We combined these new, authentic scenarios with a curated selection of library footage we have captured over the past few years. Weaving these archival moments with new footage allowed us to cultivate a deep emotional continuity, showing that this commitment to care is not just a reaction to the moment, but an enduring standard.
