Our ad for LifeBridge Health was shot in an active LifeBridge COVID Unit in March of 2020, featuring real caregivers. As the world was reading from this new virus and traditional productions ground to a halt, we developed an innovative production approach to help share this urgent message. Instead of relying on stock footage, we created a safe room inside one of LifeBridge’s COVID Units and filmed hospital staff as they removed their PPE. Our work earned us recognition as an Ad Week Ad of The Day. Check out the behind-the-scenes to see how we pulled it off and for a look at my quarantine beard.