Ronald McDonald House BC & Yukon - RMH United

To celebrate the 40th anniversary of Ronald McDonald House BC & Yukon, we helped bring a bold new fundraising concept to life: RMH United — a team like no other.

Inspired by the culture of sport and the rituals that unite players and fans, this campaign reimagines what it means to belong to something bigger than yourself. We leaned into that feeling of togetherness — the chants, the gear, the game-day energy — and applied it to the real MVPs: the families, kids, staff, and community that make RMH what it is.

This was more than a brand film. It was a rally cry. We combined stylized production design, portrait-driven cinematography, and documentary-style moments to create something playful, emotional, and unmistakably human.

I took on this piece because I deeply believe in the emotional and communal power of sport — how it unites people around a shared purpose, even when everything else feels uncertain. RMH is a place where kids and families are fighting their toughest battles, and this concept gave us a way to celebrate that resilience with joy, energy, and solidarity. It was a privilege to direct something that could carry so much spirit and hope.