Requirements - PICU 2021 Appeal
To tell the stories of 3-4x families that has had one of their children in the PICU (Children's Intensive Care) unit in the Starship Hospital and highlight the need for more beds for this important unit.
Shine's Creative Director Mike Ramsey developed a hard-hitting script that focussed on the incredible things 3x medical specialists had done for 3x families at the Starship Hospital but the one thing they can't do anything about is the lack of beds.
We received the creative brief in late 2020 but due to several COVID-19 level changes here in New Zealand, we were unable to film this until March 2021.
The idea was to film this campaign in the PICU unit to show where these families had to go through these horrible times - however on the day of filming, ironically the PICU unit was full and we had to film elsewhere within the Starship Hospital.
Starship Foundation and its air ambulance are a charity providing crucial air support to children throughout New Zealand.
Requirements - Air Ambulance Appeal 2020
To develop a 1 x 60" script for the 2019 appeal TVC. Casting was mostly locked in by client as we used children who had been helped by the service. We needed to produce various cutdowns and covering platforms such as cinema, TVC, youtube, Facebook and Instagram.
We developed a story arc using 4 client chosen stories to drive the message and get New Zealanders to donate. This was achieved by driving a story which not only pulled at the heartstrings but had to work across multiple platforms, aspect ratios and durations.