As you can imagine, the story and subject matter was sensitive, and the team needed to be cognizant and respectful of the family in telling this story. That meant having Mark, and his family sign-off on the final video. It’s rare that the subject matter be involved in the final output of a project, but because we were working with real people and real stories we had to navigate satisfying both the client and subject’s wishes.

The team worked over the span of two days and across eight locations throughout the city of Philadelphia and in upstate New York, gathering aerial, b-roll and interviews to tell Mark’s family story. Confident in our project we delivered a one and five minute video to both Mark his wife and the team at AACR. However, Mark’s wife grieving the loss of their child to acute lymphoblastic leukemia, was too sad to see their daughter in the video and requested that she be not such a strong focus of the project. The team assessed the footage they had captured and created a whole new script and video without having to schedule a single reshoot day. In the end the AACR and the Schoneveld’s were pleased with the project and it was shared online and social in the days leading up to the Philadelphia Marathon.