We partnered with St. Jude Children’s Research Hospital to explore the creative potential of immersive experiences. We wanted to understand what drives human emotion, empathy and understanding.

St. Jude has a noble mission that is entirely supported by donations. So, my team defined creative principles for VR that would drive donations on Giving Tuesday and Hall of Heroes was produced at the end of a year-long journey.

We began with a program that invited four creative agencies, BBDO, R/GA, McCann and Arc and the production company, Flight School into an intense exploration of creative potential. We developed several beautiful solutions and selected one to produce. Together with BBDO, we brought Hall of Heroes to life.

The groundbreaking VR experience featured stories from families and survivors that transported viewers into a powerful world of courageous hopes and heavy truths. Our audience felt every moment, every child’s smile and struggle. Presented in hundreds of Best Buy stores across the nation and featured on Good Morning America, the project resulted in St. Jude’s biggest fund-raising year ever while laying a foundation for VR.

Responsible for Creative Vision, Creative Direction, Partner Enablement.