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The Long Shift
A vérité campaign film and donor letters that made year-end giving feel like the night shift it funds.
ClientSt. Aldric Health Foundation
ScopeCampaign film · donor letters · landing copy
Timeline8 weeks
RoleDirector, writer
Year2025
The goal
Year-end giving had flattened for three years running. Donors needed to feel what their money keeps running at 3 a.m. — not read another statistic.
What I made
A six-minute film following one overnight nurse across two shifts, a three-letter donor sequence in the same voice, and a single-scroll landing page: the film, one paragraph, one button.
What happened
The campaign beat the prior year within two weeks, and a regional news affiliate picked up the film — the foundation’s cheapest media buy ever.
The numbers
+52%
year-end giving vs. prior year
64%
of gifts came through the film page
† Placeholder figures — replace with real results.
Stills & artifacts
05 — drag →
● Available for new projects
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