Memorial Sloan Kettering Cancer Center This Is What We Do :30 2026

About

Memorial Sloan Kettering Cancer Center presents 'This Is What We Do :30,' a public awareness campaign that spotlights the relationship between clinical innovation and patient care. The spot leans into documentary-style storytelling to navigate the complexities of survival and medical research. Captured in monochrome, the project utilizes analogue film aesthetics to frame intimate portraits of patients alongside their physicians and researchers. The cinematography moves between home interiors and professional medical environments, grounding high-stakes clinical trials in personal narratives. Creative direction for the campaign was provided by R/GA Americas, with production handled by Easy Mondays.