Make-A-Wish came to us with a problem they could feel but couldn't quite name. Donors associated the organization with dying children and last wishes — a perception that was both inaccurate and increasingly working against them. They had a piece of research from Israel suggesting that happiness improves medical outcomes for sick kids, and they wanted to lead with that.

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We listened. Then we set the research aside.

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The science felt like a justification for something that didn't need one. The real insight was sitting right in front of us: children are astonishingly resilient. They find joy in places adults can't access. A kid in a hospital bed with an oxygen mask can still light up at the idea of snorkeling. That's a simple truth. And we wanted to share it.

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Over 3 years, we built a body of omni-channel work around what Make-A-Wish actually does — create moments of pure life inside something hard. Dread gave way to wonder. That was the whole job.

Creative Director