SARAH Y.
APHRESIS NURSE, SCCA
Seattle Cancer Care Alliance
CONTEXT
Cancer has always been a deeply personal and challenging subject for me. When my sister told me that our mother had cancer, I found it nearly impossible to speak the word myself. I would even mute the TV if someone mentioned it, avoiding any reference to it whenever possible. But despite my own discomfort, I was brought on board by the Seattle Cancer Care Alliance (SCCA) to help document and tell the human stories at the heart of their organization. This experience shifted my focus to using my creative skills for tangible, real-world impact, connecting with the millions affected by cancer and embracing the necessity of confronting what scares us.
OVERVIEW
I was tasked with a brand refresh and producing content that would capture the emotional and human aspects of cancer care at SCCA. My role extended beyond simple documentation—this was a full-scale creative collaboration where I produced, directed, and edited TV commercials, photographed patients and staff, and designed an array of visual assets to support SCCA’s public-facing campaigns. Given the sensitivity of the subject matter, I worked with a small, tight-knit crew to ensure the shoots remained intimate and respectful of the patients’ experiences.
The creative direction involved a broad spectrum of deliverables, requiring me to be highly adaptive and resourceful. In addition to leading the film shoots, I also mentored in-house designers, helping them evolve the organization's brand guidelines and visual identity. From large-scale outdoor advertising to promotional merchandise, my work encompassed nearly every visual aspect of SCCA’s public image.
CREATIVE EXECUTION
The core of the project was to produce TV commercials and digital content that would convey the humanity and resilience of those affected by cancer. Each shoot was designed with minimal disruption, keeping the footprint small and the atmosphere personal. This approach allowed for genuine, heartfelt interactions and captured moments of connection between patients and caregivers.
Alongside filming, I photographed hundreds of images that would later be used across various platforms. These images formed the basis for billboard campaigns, digital ads, and print advertising, making SCCA’s message visible to the broader community. I also designed out-of-home (OOH) assets, including the full wrap of SCCA’s hospital shuttle buses, ensuring their brand presence was both empathetic and impactful.
The incredible doctors, nurses and scientists at Seattle Cancer Care Alliance saved my life with a stem-cell transplant that was customized to my cancer and to my body.
- PAUL H.
CREATIVE DIVERSITY
My role extended beyond content creation to include mentorship of SCCA’s in-house design team. I worked closely with them to refine their understanding and application of the brand's visual guidelines, helping them create more cohesive and emotionally resonant designs. Through this collaboration, we successfully evolved the brand’s look and feel, making it more consistent and aligned with the sensitive nature of the work they do.
The range of work I delivered included not only TV commercials and billboards but also a full suite of promotional merchandise for SCCA. I designed everything from mugs and water bottles to conference booths and marketing materials, offering patients and their families a comforting reminder of SCCA’s presence and support. Each design was thoughtfully considered to reflect the compassion and dedication of the organization, even in something as simple as a branded coffee mug.
PROFESSIONAL AND PERSONAL
One of the most profound experiences during the project was meeting Shari, a marketing manager at SCCA who was herself battling cancer. Her story closely paralleled my own mother’s, and tragically, she passed away within six months of our meeting. I was asked to document her final family gathering, a deeply personal and emotional task that forced me to confront my own grief while capturing the grief of others. It was a moment of vulnerability, both professionally and personally.
CONNECTION
Throughout this project, I met many individuals whose resilience left a lasting impact on me. One such person was Terrie Asplund, a bladder cancer survivor who returned to her passion for synchronized swimming after a long, challenging recovery. Photographing and filming her in action, full of life and energy, was a powerful reminder of the strength and vitality that can emerge even in the face of illness.
When I retired I joined a synchronised swim team. I loved it! Then I was diagnosed with bladder cancer and I suddenly felt like I was drowning.
- TERRIE A.
CONCLUSION
This project was an incredibly broad and deeply personal creative undertaking. I delivered a wide spectrum of services, from TV production to print and digital advertising, mentoring, and merchandise design, all while maintaining the sensitivity required when working in such an emotionally charged environment. Through this project, I learned that documenting the human side of cancer care isn’t just about telling stories—it’s about honoring the resilience, hope, and humanity that persist in the face of life’s greatest challenges.