Opportunity

North Carolina hit a demographic milestone: more residents over 60 than under 18. The NC Department of Health and Human Services and Avenir Bold needed commercials that spoke directly to this growing population, promoting health, resilience, and the idea of living well at any age.

Solution

Partnering with Myriad, a local video agency, I directed two spots for the “Still Here” campaign. With a single-day shoot and a race against the setting sun, we balanced efficiency with craft. The creative brought Avenir Bold’s storyboards to life while infusing warmth and relatability to connect with the 60+ audience.

Results

The commercials aired on television and streaming platforms statewide, spreading DHHS’s message of support and well-being to the people who need it most. The collaboration delivered work that resonated with the target demographic, and as a North Carolina native, it was especially rewarding to help tell this story.