HYPOTHESIS: ANTI-IMPOSSIBLE NYC

OUR APPROACH

When we began collaborating with the teams Hypothesis and All Together Now Studio for the new Anti-Impossible NYC Campaign, we knew casting was going to be at the heart of the entire project. We dove deep to find three real NYC medical heroes who embody the Hypothesis ethos and build a campaign around their real stories. We researched and interviewed dozens of doctors and nurses to find our subjects whose stories would embody the Anti-Impossibility of the NYC medical community as a whole.

Over a period of four months, we built a bespoke campaign for Hypothesis — from creative ideation, scripting stories aligned with our subjects’ experience, leading production on two shoot days, and final delivery of 30+ motion assets and a library of stills. At the heart of our approach was a dedication to uplifting the stories of our subjects from the everyday grind to heroic stories meant to be celebrated.

The result — a multi-platform campaign with presence OOH on the streets of NYC, digital advertising, short-form social assets, as well as long form interviews with our subjects for the brand’s Youtube, all with the real life stories of NYC heroes at the core.