Seattle-based Fred Hutch is a national leader in cancer research. Back in the ‘70s they pioneered and won a Nobel Prize for bone marrow transplantation. Today, they’re doing next-gen immunotherapy research with the audacious goal of eliminating most cancers by 2025. The Hutch came to us with two related challenges: First, help them explain the complex field of immunotherapy to patients and donors in a simple but compelling way. Second, help them humanize and differentiate their unique approach to research. In the absence of a brief we created our own. Our discovery process led us to a powerful unifying theme: Where next-gen research joins hands with cancer care. With every piece of content, we’d speak to both the head and the heart behind Hutch’s life-changing mission. We proposed a content package that would capture different dimensions of this story and provide a set of complementary assets to use across key channels. From there...we dove in, spending an intensive week on Fred Hutch’s lakeside campus learning, collaborating with in-house teams, and capturing stories. After on-camera interviews with multiple scientists we decided the Hutch’s story was best told by one articulate and approachable researcher-doctor who spends her days moving from lab to bedside and back.