Working with boutique creative agency, Canal Road, I created the concept and wrote the treatment for this regional television ad to introduce an online resource for new and expectant moms in southwest Washington and the Portland metro area. Sponsored by regional hospital Southwest Washington Medical Center, the website helps increase awareness and drive customers to the medical center. The concept of the ad was to follow a newly pregnant mom through various pre-natal activities as she knitted a sweater for her new baby. At each juncture, progress on the sweater and a larger belly indicate the passing of time. The conclusion of the ad shows the newly born infant being wrapped up in the completed sweater. Due to budgetary and production constraints, the spot didn't display the quality level of visual storytelling I had hoped for, and the storyline was underplayed. The ad aired on local Fox affiliate, KPTV, and was part of an overall campaign that included radio spots and print collateral.

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