The University of Texas MD Anderson Cancer Center has been treating patients young and old since 1944. Their Children’s Cancer Hospital treats as many as 1,700 children a year and is home to one of the largest multidisciplinary pediatric cancer care programs in the nation.  And the LBP team was honored to tell their story. Working with Lesa Sorrentino – Vice President, Account Services, Katie Gray – Senior Account Manager, Rick King – Creative Director and Matthew Southall – Senior Art Director of Houston advertising  agency, Marion Montgomery, Inc and their clients at MD Anderson Cancer Center, Cara Zorzi – Associate Director, Marketing, Jessica Walters – Program Manager, Marketing and Sara Farris – Senior Communications Specialist, External Communications,we were able to produce a beautiful spot called “Journey.” The spot centers around MD Anderson Children’s Cancer Hospital’s commitment to patient care and the importance of making the treatment process a little easier on their young patients and families.

The spot follows a real patient, Madison, and her family through their treatment journey at MD Anderson Children’s Cancer Hospital.  Scenes alternate between the child’s perspective and the parents’ perspective.  At the end of the commercial, it’s revealed that 7-year old Madison is now cancer free.   During the shoot, Director Locke Bryan would say to Madison, “Show me your tickle smile,” which would make her giggle and allow him to capture her wonderful, genuine smile seen throughout the spot.  Watch spot here

 ”Journey” was shot at various locations of  MD Anderson Children’s Cancer Hospital and features actual doctors, nurses, support personnel and patients who made time in their busy schedules to accommodate the schedule.

The Canon 5D camera captured beautiful moments between the family and hospital personnel. The spot concludes with a shot of Madi and her colorfully painted hand which transforms into the MD Anderson Children’s Cancer Hospital logo. The editing was done on both the Avid DS and Adobe After Effects by our fantastic editors, Ralph Elliott and Robert Marchand. Ralph was impressed with the Canon saying it provided “beautiful shots and a shallow depth of field. And the shots were really easy to color correct” in post.