Following the success of our video work for Health Match BC, Fraser Health engaged Proximis to produce a recruitment video campaign as part of the launch of their new brand platform, Heart of Healthcare. This initiative aimed not only to fill staffing vacancies, but also to build pride and identity across the region’s health workforce.
We began with focus group research and surveys to inform our messaging and visual language. These insights shaped our hybrid scripted/unscripted approach, ensuring key messages could be delivered with clarity while still preserving authenticity. Over four months, we filmed more than 200 healthcare professionals across 18 Fraser Health locations, centering the narrative around17 featured staff members.
The campaign combined professional and lifestyle storytelling—capturing scenes of kayaking, family life, and local culture alongside workplace interviews. We worked closely with the Fraser Health marketing team throughout planning, filming, and post-production, including the creation of a custom musical score to align with the new brand identity.
The final deliverables included a long form video, multiple short cuts (90s, 60s, and 30s), and social media assets. The campaign was warmly received, earning thousands of organic views and setting the stage for continued collaboration on location-specific recruitment storytelling.
