Every life can be counted by hours, days, and years. But a life worth living should be counted by breaths. The Every Breath Matters campaign spotlights the everyday moments when RSV (respiratory syncytial virus) strikes hardest—highlighting breathing as the often overlooked act that fuels everything we do.

Through authentic, user-generated social content, the team and I continued evolving the Every Breath Matters campaign, crowdsourcing everyday, breathtaking moments on a quick and lean production schedule.

Not all dangers come with warning labels. This disease education TV spot highlights the hidden dangers of RSV with a quirky, upbeat tone.

Led script rewrite and post-production edits, re-conceptualizing the narrative structure and music in order to dial up the brand fluency and energy for this :30 spot.