By using a real patient in the spot, Shine was able to put a real face on pediatric cancer care. The TV spot communicates those things that make the American Family Children’s Hospital the remarkable facility it is – namely, world-renowned physicians and a bench-to-bedside approach to curing cancer. From talking with Andrew, a real patient who has been cured of leukemia, we learned that his life is all about hockey – something he could never have participated in if not for the cancer care he received. Therefore, we created a sports-journalism-style spot showing Andrew skating to dramatic music. We also chose a sports-style voiceover reminiscent of ESPN Films to bring the concept to life.