Phoenix Senior Living is a national, renowned senior housing organization. Each year, they contract us to produce a series of videos that highlight their best employees.
The Brief
PSL wanted to celebrate their best caregivers, maintenance workers, cooks, admins, and managers. But we saw an opportunity to do so much more. We approached this project with certain goals in mind:
- Highlight the employees. This was the main ask, and we helped spotlight the extraordinary people who give Phoenix its fire.
- Reassure families. We saw this series as an opportunity to show prospective residents and their families what daily life feels like inside a Phoenix community, and how much care the staff gives the residents.
- Recruit mission-driven talent. We wanted this content to stand out in a tight senior-care labor market, so potential future employees could see how special this organization really is.
Our Creative Approach
Based on these goals, we established the pillars of our creative approach:
- Docu-style, not commercial. We followed six employees through a typical day, blending candid footage with sit-down interviews. No big sets, no teleprompters -- just real conversations and raw moments.
- 360-degree perspective. We interviewed residents, family members, and coworkers, layering the narrative with genuine testimonials of connection and love.
- Lean crew, nimble gear. With a three person crew, two cameras, and a small audio and lighting kit, we minimized our footprint so we could focus our time on people rather than gadgets.
- Editorial through-line. Each film ends on the employee’s personal “why”, reinforcing Phoenix’s core values.
Multi-Purpose By Design
The winning element of this strategy is how many audiences the videos can reach, with completely different marketing purposes -- all without changing anything about the core videos.
Audience
Channel
Why It Works
Current employees
Leadership features these videos at their annual EPIC Gala.
The public recognition boosts morale, and retains employees.
Prospective residents and their families
Digitally via website banners, on social media, email campaigns, and as paid media. Also shown during community tours.
First-hand proof of attentive relationship-centered care.
Prospective employees
Careers page, Indeed listings, LinkedIn.
Shows the candidate a look at a day-in-the-life of the role, and the human impact they could have with such a supportive company culture.
Production Highlights, By the Numbers
Key Takeaways
- People > production value
In community-driven businesses, authenticity beats aerial shots and fancy aesthetics every time. - Design for multi-use
One shoot can feed three funnels when you know the endpoints from the start. - Celebrate publicly
Your company does important work and changes lives. Recognize the people that make that possible.
Watch the Series
Curious what genuine connection marketing looks like? View all six stories here:
Ready to Highlight Your Heroes?
If your team is doing incredible work, let’s capture it on film.
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