ROLE

ACD/Writer

AGENCY

Small Army

VIBES

Real Life Heroes

Boston Medical Center had a capital campaign that needed more than fundraising pamphlets and donor dinners—it needed heart. We created a series of patient portrait videos that put real faces and real stories at the center of everything, starting with Marathon Bombing survivor Jeff Bauman, a guy whose strength and resilience embodied everything BMC stands for. I helped craft the narrative strategy for each film in the series, which also included portraits of a cancer survivor and a person in recovery to show the full range of what this hospital means to the community it serves. These weren’t your typical glossy medical marketing videos—they were raw, honest looks into the experiences of people who’d been through hell and came out stronger on the other side. The campaign was anchored by these inspiring patient journeys to highlight BMC’s world-class care while celebrating Boston’s unwavering spirit of resilience. The videos, landing pages, and integrated campaign helped drive significant fundraising efforts, turning individual stories of survival into a collective testament to what world-class medical care can accomplish.