Problem: Vidant Health needed help recruiting nurses.

Idea: Nurses are a special kind of crazy. Long hours, high-stress, no room for error, and embarrassingly-not-enough recognition. Yet for some reason, each RN we spoke to laughed at the thought of a different career path. This dedication is the crazy we all need. Because at one point or another, all of our lives will be directly impacted by a nurse.

Role: Lead copywriter, pitch-winning concept, website, script, brand manifesto, emails, digital display, on-set directing talent

Awards: Triangle Addy American Advertising Awards - Gold in Film // Southeast Region American Advertising Awards - Silver in Film

We wanted to talk to nurses without using smiley, overly-confident, crossed-arm stock photos. So, we spent two days in an active Level 1 Trauma Center in Greenville, North Carolina filming real nurses working with real patients (and some really good actors pretending to be patients).