nwlc: caregiving ctv.

This piece for NWLC was an absolute honor to work on!

We wanted to showcase a couple meaningful letters from grateful people to their respective caregivers for this CTV spot.

As the art director for this video, I pitched that we lean into the theme of paper — we had all these letters from grateful people that we wanted to use and we wanted to tie it back into writing to Congress to enact better benefits for these caregivers.

We also wanted to remain ethical — in order to show integrity for those who may be in need of caregiving services, I opted for using rotoscoping instead of using stock footage. This was a deliberate choice; there is something tender in rotoscoping because it’s done by hand, and caregiving is also the most tender form of care for another human.