We Fight Cancer Here
A cinematic anthem that spotlighted resilience and humanity in the fight against cancer.
The Ask
What We Did
- Producing
- Casting
- Locations
- Production
- Editorial
- Color
- VFX
- Sound Design
- Finishing
Hancock Health needed a campaign that could stand out in a sea of healthcare advertising. They wanted something that carried emotional weight without feeling like stock footage or a pharmaceutical ad. The creative challenge was to make the stories feel real and cinematic, even though we weren’t working with actual patients. We approached it by focusing on universal human experiences: moments of care, connection, and fight, and translating them through strong casting and authentic performances.
Industries
Healthcare
- Commercial
- Brand Anthem
- Slice of Life
Approach
We built the campaign around what happens in front of the camera. The sets were crafted to feel lived-in rather than staged. Casting balanced actors with one real father-daughter duo, whose warmth grounded the piece. Wardrobe choices were simple and authentic, designed to let character and emotion shine. Performances carried the weight. Subtle gestures, quiet expressions, and restrained delivery gave the spots credibility. Combined with polished visuals and sound, the film struck a balance: cinematic enough to inspire, human enough to connect.
Stills
How it happened
CASTING FOR AUTHENTICITY
Casting was one of the most important decisions in the campaign. We sought actors who could communicate resilience and compassion without slipping into melodrama. Performances were shaped to feel subtle and grounded, leaning on small gestures and quiet presence rather than overt expression. The one real father-daughter pairing gave the campaign a natural tenderness that was impossible to fabricate, anchoring the cast in something genuinely human.
SET DESIGN
Every environment was designed to balance relatability with cinematic presence. Locations were carefully dressed to feel warm and lived-in, with subtle touches that suggested family, care, and community. Each space reinforced the message that cancer care happens not only in hospitals, but also in the everyday moments and places that shape people’s lives.
DIRECTING PERFORMANCE
Performance direction focused on capturing natural interactions. We built moments of connection through eye contact, body language, and pauses, letting emotion come through in the subtleties rather than through dialogue. The result was a campaign that felt human and approachable, where every performance contributed to a sense of solidarity.
"From day one, the Paragon team really got our vision and brought it to life with incredible creativity and skill. They go above any beyond just executing ideas - they add their own unique flair and passion to everything, which makes the final product shine. They keep the lines of communication open, and have this great ability to make everyone feel comfortable and confident on set. Paragon makes the production process fun from start to finish and consistently delivers exceptional results."
Konah Williams
Agency Producer
