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To highlight the critical need for specialist care nurses over the festive season and beyond, our team partnered with a East Anglia's Children’s Hospice (EACH) to produce an emotionally resonant Christmas campaign film.

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Designed for a cross-platform rollout across the EACH’s website, social media, out-of-home bus shelters, and an upcoming fundraising gala, the video demonstrates how attainable tangible change can be when a community rallies together. Featuring an intentional, open-ended conclusion, the film invites viewers to reflect on both the heartbreak and the profound support within hospice care, driving home the direct, achievable impact that individual donations make in funding essential nursing staff.

Balancing emotional impact with duty of care presented a profound creative and ethical hurdle.

Casting professional actors risked compromising authenticity, yet documenting a genuine nurse and a child living with a life-limiting condition introduced complex sensitivities. Because the patient, their family, and the hospice staff would live with the final piece, the film needed to move donors to tears without exploiting vulnerability or tipping into trauma. On set, this required stripping away all performance pressure so the child remained completely comfortable throughout.

Behind the scenes, our five-person production crew had to balance diverse stakeholder motivations, creative visions, and ethical responsibilities while navigating strict hospice environments and multi-format delivery specifications.

Through deliberate pre-production planning and transparent stakeholder communication, we aligned the entire team around a shared ethical framework and creative vision.

On set, the director and crew adopted an observational, pressure-free filming style, using gentle pacing and natural framing to capture real interactions between the child and nurse. By leaving the film’s narrative ending ambiguous, we delivered a powerful, thought-provoking emotional arc that respects the family’s reality while prompting the audience to choose optimism through direct action.

The finished assets were carefully tailored across a primary advert asset and considered social cutdowns, translating deep emotional resonance into a clear, uplifting call to action: giving the gift of expert care when families need it most.