PROBLEM: Overlake Cancer Center wanted a new print campaign that emphasized its attention to detail in the creation of their cancer care experience. Added challenge: cancer care advertising is getting crowded. How do we do something that stands out?

SOLUTION: Listen. Stay authentic. Show those small, real moments that remind us that while cancer is a profound and personal struggle, we can all empathize.

Note: I concepted and wrote this ad, but I left Hydrogen Advertising before the final shoot. I’m incredibly proud of how it turned out. There were several more executions: “One new best friend at a time,” highlighting the pet therapy, and “one princess story at a time” highlighting childhood cancer.