The Challenge: Fred Hutch is a Seattle-based cancer hospital that had a bold goal; to CURE cancer by 2026. It was aggressive, somehow unbelievable, and we were pitching their business.
The Solution: I thought it might be interesting to treat this communication as a "future" look back on what Fred Hutch did rather than what they were going to do. This concept had cancer being fossilized in museums and children, free from worry, would marvel at how such a small thing did such great harm. We decided to also mix in some teaser digital creative to spark curiosity. I felt success when there were tears in the eyes of our clients. (In reality, we won on creative but lost on price, as we were told.)
Role: Concept lead, art direction, pitch structure
The Solution: I thought it might be interesting to treat this communication as a "future" look back on what Fred Hutch did rather than what they were going to do. This concept had cancer being fossilized in museums and children, free from worry, would marvel at how such a small thing did such great harm. We decided to also mix in some teaser digital creative to spark curiosity. I felt success when there were tears in the eyes of our clients. (In reality, we won on creative but lost on price, as we were told.)
Role: Concept lead, art direction, pitch structure
