Providence

Basketball legend Howard White has seen it all – from high school hoops to a college coaching career to a top job at Nike working with some of the greatest all-time names in basketball. But when his heart began to fail, Howard knew he’d have to rely on a team of healthcare superstars at Providence to have a shot at getting a new heart in time. To tell Howard’s incredible heart transplant story, we shot a rhythmic, high-energy style video brought to life thanks to a few called-in favors from Howard’s famous friends. Our film celebrates the life of this Black pioneer as well as the incredible teamwork of Providence doctors and nurses who gave him a new lease on life thanks to a new heart. With digital placements over-delivering by nearly 10M impressions, and social engagement rates performing 77% stronger than CNN benchmarks, our film generated huge positive sentiment, highlighting the compassionate, best-in-class care available at the Providence hospital network while also telling the powerful story of a living legend who deserves wider recognition.