Vince Genovese, Executive Director of Integrated Production
Executive Creative Director
Associate Creative Director
This black-and-white film follows a pack of runners in an organized race. Initially, a group makes its way through a tunnel; we hear nothing but the reverberating sound of sneakers on pavement accompanied by a female voice-over. Though it’s not clear who’s speaking or who the protagonist is, the voice declares that “youth doesn’t fade.” The runners progress down a closed street with the camera to their backs. Midway through this journey the camera glides to the front of the pack. The perspective flips to reveal that an older female has been leading the way. Moreover, we learn that this older protagonist was providing the VO throughout, and she was the one confidently reaffirming that youth never fades.
With looming legislative threats to the Affordable Care Act, a federal law which extends free or affordable healthcare to many of the previously uninsured, Californians who have come to rely on private or government-assisted health insurance have been left feeling uncertain about the future of their coverage. Since its passage, the Affordable Care Act has stood up to partisan calls to “repeal and replace” the law, which if overturned, would disproportionately affect lower-income individuals, those with preexisting medical conditions, and other underrepresented minorities who were only recently insured. Given the significant political infighting, consumers were increasingly looking to their health insurance providers for stability and reassurance.
As a nonprofit organization, Blue Shield of California was committed to providing affordable healthcare to all Californians.