Starting at Impossible
Starting at Impossible
Client: Vertex
Role: Led creative concepting, execution, pre and post production, and full programming in collaboration with strategy, digital, and client experience teams.The Situation
Vertex, like many peers, has been challenged to attract talent to Cell & Gene Therapies (C>). The Idea
Tap into our audience’s love of true crime documentaries to show the incredible undercover work and research Vertex is doing to show the precision, high stakes, and incredible dedication it takes to crack cases diseases that were once deemed unsolvable (and science fiction) by the entire science community. 
STARTING AT IMPOSSIBLE
a 2-part documentary that provides a peek behind the curtain into C>, showing VERTEX’s UNIQUE methods & DRIVE to SOLVE what others view as unsolvable.
REflections
I have always had the dream of making a mini-documentary. When this brief & strategy crossed my desk, I knew this was it - and I had a copy team that was more than game. (Bless their souls.) I knew everything from the strategy to the storytelling to the visual treatment were beyond important to nail. This couldn't be just another lab video. But Vertex isn't just any lab and the people who are in it aren't just any people. Why they show up every day to take on what other deem to be science fiction...well, you'll need to watch to find out. :)it takes a village
Group Creative Director: Erin Loonan
Senior Copywriter: Patrick Linehan
Senior Art Director: Tess Kelley
Executive Producer: Jennifer Zarrillo
Producer: Phillip Higgs
CX Lead: Josh Seifert
Director: Heinz Köbernik