Canadian Cancer Society - The Upside of Down

When the Canadian Cancer Society needed to spark urgent support for brain cancer research, they turned to storytelling. Our goal was simple: connect donors not just to a cause, but to a real person living through it.

Matthew gave us full access to his life — and over three days, we followed him and his family through moments both quiet and brave, under sun, rain, and even snow. The result was a short film that premiered at The Daffodil Ball and helped raise over $3 million in a single night — tripling the fundraising target and marking a record for CCS.

The story didn’t stop there. The film continued to be used by CCS long after the gala, forming the backbone of ongoing campaigns and internal efforts to garner monthly support. It also sparked a small social rollout from behind-the-scenes footage we captured, extending the reach even further.

I co-led the creative with longtime collaborator Jay, shaped the story, and helped guide the production from concept to delivery. It was a labour of love for everyone involved — and a reminder of how honest storytelling, done well, can move people to act