UNC’s previous campaign was a visual checklist of moments that felt like a foundation we could zoom in on. Smiling doctors, golden hour bike rides, and a bit of soul. The client wanted "authenticity," in our evolution, and that was all the permission we needed.

I argued that if you try to speak to everyone, you speak to no one. We pivoted to emotional specificity. We ignored the montage easy-out and told a linear narrative about an old man, his dog, and a neighbor who saves him from solitude.

We turned an awareness brief into a short film about the human condition. We shot it on a shoestring, edited it for emotional impact rather than ad-metrics, and proved that "Everyday Greatness" isn't about looking perfect—it's about showing up.