Meet the Moment

McKesson’s Meet the Moment campaign celebrated the often-overlooked healthcare workers who keep the system running. While the campaign included a comprehensive suite of deliverables—photography, digital ads, a campaign brand, and messaging—it was the videos that became the heart of the storytelling, capturing the quiet heroism of healthcare professionals and elevating the campaign’s emotional impact.
The videos played a critical role in setting the tone for Meet the Moment. They focused on the small, everyday actions that keep healthcare moving: stocking supplies, interpreting lab results, or preparing rooms for surgery. Through these stories, the videos honored not only the doctors and nurses but also the office staff, lab technicians, and home health aides who shoulder immense responsibilities behind the scenes.
Using single-take vignettes, the videos invited viewers to step directly into these moments. Deliberate camera movements, like dolly-ins and pull-backs, added an intimate and cinematic quality, while the absence of voiceovers allowed the visuals to speak for themselves. Thoughtful campaign copy added context, reinforcing the emotional resonance of each scene.
The videos were instrumental in humanizing McKesson’s role as a partner to these healthcare workers. Custom footage captured their presence in diverse healthcare settings, showcasing how McKesson empowers professionals to focus on what matters most: delivering better outcomes. The authentic, peek-behind-the-curtain style celebrated healthcare’s unsung heroes and made the campaign relatable and impactful.
As part of a larger campaign ecosystem, the videos became the emotional anchor, amplifying the message across platforms and drawing viewers into the world of healthcare’s quiet, determined moments. They transformed a traditional corporate narrative into a compelling story of resilience and dedication.
While Meet the Moment was a multifaceted campaign, the videos stood out as the defining element, delivering the message with clarity and emotional depth. By focusing on the human stories at the heart of healthcare, these films elevated the campaign and left a lasting impression on audiences, making them a cornerstone of its success.