When the Burnaby Hospital Foundation launched Phase 2 of their major redevelopment, they weren’t just upgrading a building — they were rebuilding trust in what community healthcare can look like. And they had the Beattie Family matching every donation to make it happen.

The campaign needed to reflect that boldness. So instead of the usual sentimental or fear-based approach, we did something different. We pushed the literal and figurative boundaries of what hospital staff endure in outdated spaces — and what they could do with the right resources in the right environment.

I led creative and narrative development on two commercials for this campaign, helping shape a message that honoured the grit of healthcare workers while calling the community to be part of building something better. We brought in a top-notch crew and built a world that felt both immediate and aspirational.