Closing the Gap
The world sees reconstructive surgery as vanity. We used vanity to change that. For 17 million people a year, reconstructive surgery isn't elective. It's survival. I led global creative direction for ReSurge International on a pro bono campaign built around a single radical act of witnessing. We went to Nepal. We filmed real patients, real surgeons, real outcomes. We stood in the operating room as surgery changed a child's life, and understood this story had to be told without distance. We took the cruelest words ever said to these patients and made them monumental. Ornate, defiant typography set against lush botanical backgrounds, answered by the faces of the people who survived them. Real patients. Real names. Real lives reconstructed. Scars transformed into symbols of resilience. The platform scaled across every dimension of the gap. OOH, connected TV, Upworthy, influencers, Giving Tuesday. Everywhere people stop and look. 46 million people reached. 490% growth in donor revenue. 227% increase in new donors. Cannes Lions wih ACT Responsible. Shorty Impact. KTR. CFA. EFFIE Finalist. Some work you make. Some work makes you. This was both.
ReSurge International
