Arthritis NZ

Arthritis New Zealand needed a hero video to launch their brand refresh—one that would shift perceptions about living with the condition. The challenge was showcasing both struggle and strength for nearly one million affected New Zealanders, while connecting with a younger, social media-savvy audience through authentic storytelling. We followed real people—volunteer firefighters, former rugby players, young athletes, community educators—capturing their lives with deliberate, roaming camera movement. When subjects spoke about their struggles, we circled and moved around them, building visual intrigue and restlessness that matched the emotional weight of their stories. The creative approach built energy throughout the 90-second piece, using increasingly dynamic cinematography and faster pacing to mirror the subjects' determination. We represented them as fighters pushing through boundaries, not patients defined by their condition. The result proved that documentary-style authenticity combined with intentional camera work can powerfully serve awareness campaigns, honoring reality while celebrating resilience.