Project Goals

We needed to create a powerful, emotional narrative specifically designed to be shown at a major annual fundraiser (a Ladies Luncheon) to inspire immediate, high-value donations.

The Challenge

Unlike online content fighting for attention, this video had a captive, high-stakes audience that had to be present for the duration of the piece. The challenge was, then, creating a story with enough emotional momentum to hold attention and then convert that emotional investment directly into a financial contribution at the event, requiring a clear focus on the organization's impact in the real world.

Key Production Decisions

• We built a narrative focused on triumph and reciprocity, leveraging emotional appeal over direct solicitation. The goal was for Marcus's sense of inspired generosity to spread and influence others to give back too.

• The video followed the story of Marcus and his mother, tracing their journey from vulnerability (Marcus's broken femur) to receiving help, and ultimately, to inspired action (Marcus raising money). Showing this emotional transformation allows the audience to empathetically connect to the sentiment. Furthermore, by interviewing employees, we established the credible link between Marcus's personal triumph and the organization's core mission. The story was crafted with a strong, definitive arc to ensure the captive audience was taken on a complete emotional journey, building to a powerful moment of donation.

Results & Impact

The video was successfully utilized at the annual Ladies Luncheon to improve fundraising appeal, ensuring the audience was emotionally invested and ready to donate at the conclusion of the piece.

From The Client

"I can confidently say the video created a powerful emotional connection. It left a lasting, positive impression on viewers—touching and inspiring in a way that reinforces why our work matters. The community feedback was absolutely incredible! The video truly resonated with our audience.   It has become part of our legacy and a cornerstone of how we share our story. I also want to highlight what a meaningful experience this was for Marcus and his family. We remain in contact—he’s even stopping by next week to say hello! This speaks volumes about the personal impact your work has had beyond the event itself." - Lori Shatto - Executive Director | The Lending Cupboard Society Alberta