Interview
Max Rosenberg
Canadian Cancer Society, Canada
Max Rosenberg is the Director of Digital Engagement and Content Development at the Canadian Cancer Society, where he combines more than 15 years of experience across sports, media, and nonprofit storytelling to create impactful content that drives awareness, connection, and collective action.
1 Congratulations on your achievements in the MUSE Creative Awards! Could you start by introducing yourself or your agency? Can you also share a bit about your journey into your current industry?
My name is Max Rosenberg, and I am the Director of Digital Engagement and Content Development at the Canadian Cancer Society. We are not an agency, but a nonprofit organization in Canada focused on saving lives, improving lives, and driving collective action. My professional journey began in the sports industry in the early 2010s, where I worked in social and digital media. Over the past 15+ years, I have worked across the sports, nonprofit, and media industries producing video content, which ultimately led me to my current role at the Canadian Cancer Society, where I oversee content development and video production.
2 What inspired you to submit your work for this competition, and what does winning mean to you personally and professionally?
After completing the Challenge Trial video, we were so proud of the final product that we wanted to share it beyond our immediate community and audience. Professionally, this win is a testament to the value and impact that longform content can still have in a world increasingly driven by shorter, faster formats. This project is a career highlight for me, so receiving recognition for it is an especially meaningful bonus.
3 Can you share the story behind your success? What inspired its creation, and what do you feel it represents in today’s industry?
This video was inspired by the work we are doing at the Canadian Cancer Society to improve access to clinical trials. We launched a platform called Cancer Trials Canada and used the story of this clinical trial to highlight the profound impact these trials can have on those diagnosed with cancer. We hope this video will inspire more people to participate in clinical trials.
4 What do you believe set your project apart in such a competitive field? Were there specific elements or strategies that made it shine?
We believe the depth, detail, and scope of the research project are what set it apart. Our ability to report on a clinical trial that spanned more than 17 years and explain how groundbreaking the discovery is for those diagnosed with colorectal cancer was truly remarkable. Building that narrative alongside the researchers and senior investigators who dedicated nearly two decades to the project helped bring the story to life in a deeply authentic and impactful way.
5 Every project has its challenges. Can you share a significant obstacle you faced during this process and how you overcame it?
Our biggest challenge was figuring out how to tell a 17-year story in a concise and accessible way. We could have explored the story from many different angles, particularly with a greater focus on the researchers, but finding a way to distill such a large and expansive narrative into something digestible for the average viewer was ultimately the most difficult but rewarding part of the process.
6 Winning an award of this caliber often brings recognition. What do you hope this achievement will mean for your career, your team, or your agency in the long run? Have you already noticed any changes or opportunities arising from this recognition?
I hope the recognition this video has received will lead to future opportunities to showcase the incredible work being done at the Canadian Cancer Society through long-form video storytelling.
7 What has the reaction been from clients, audiences, or stakeholders about your winning entry? Any feedback or memorable moments that stand out?
Internal feedback has been incredible, and people are excited to see our work showcased in this format and what it could mean for the future of storytelling at the Canadian Cancer Society, as well as how it may support future fundraising efforts.
8 For those aspiring to achieve similar success, what advice would you offer to help them not only thrive in their industries but also craft compelling, award-worthy entries? Are there specific practices, mindsets, or strategies you believe are key?
For me, it has always been that the best content wins, regardless of length, subject matter, or any other factor. Many people initially pushed for this project to be shorter rather than eight minutes long, but once we produced it at that length, they realized that when a story truly captures your attention, eight minutes passes in a flash.
9 The creative industry is constantly evolving. How do you view these changes, and where do you hope to position yourself in the future?
As we continue creating content at the Canadian Cancer Society, we hope to evolve our storytelling to meet the changing needs of audiences. We believe storytelling is one of our key differentiators, and we want to continue leading in that space. As more AI-driven tools enter the content landscape, we hope to continue telling authentic stories that genuinely resonate with people.
10 Entering awards can be daunting for many, especially those just starting out. What would you say to individuals who have limited experience, or are hesitant to showcase their work in competitions? How can they build confidence and see the value in participating?
If you don’t take the chance and apply, you’ll never have the opportunity to win. For me, it was about taking a leap of faith, believing in the quality of the content we created, and trusting that it would stand out among the competition.
11 Creativity thrives on community. What message would you like to share with fellow creatives, marketers, and advertising professionals?
Embrace the creativity of others. We had an incredible partner in Signature Video Group, which helped film and shape this project. Together, we built a strong creative partnership, and whenever new ideas or pivots emerged throughout the process, we leaned into them collaboratively. Strong collaboration is key, and it can elevate a project far beyond what any one team could achieve alone.
12 Winning is a team effort in many cases. Is there someone or a group of people you’d like to dedicate this achievement to, and why?
I would like to dedicate this to everyone who participated in The Challenge Trial over the past 17 years.
13 If you could describe your award-winning entry in one sentence, what would it be and why?
A project 17 years in the making.
14 Finally, what’s next for you? Any exciting projects or upcoming goals that you’d like to share with us and the audience?
Just the hope to continue pushing the boundaries of content at the Canadian Cancer Society and exploring what we can achieve through impactful storytelling.
