Grow Therapy strengthens through song
KDSP's innovative new campaign for the WORD, directed by John Hillcoat, sees inner monologues expressed through song.
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Credits
View on- Agency KDSP/Portland
- Production Company SKUNK/USA
- Director John Hillcoat
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Credits
View on- Agency KDSP/Portland
- Production Company SKUNK/USA
- Director John Hillcoat
- Editing Final Cut/New York
- VFX Significant Others
- Color TRAFIK
- Sound Design Field Day Sound
- Music Council Rock
- Senior Creative Director Katie O'Keefe
- Executive Creative Director/Co-Founder Brock Kirby
- Executive Creative Director/Co-Founder Jeff Dryer
- Executive Producer Amy Berriochoa
- Executive Producer/Owner Matt Factor
- Executive Producer Shelly Townsend
- Head of Production Rob D'Aloisio
- Producer Tracy Broaddus
- DP Alexis Zabe
- Editor Conor O’Neill
- Assistant Editor Julio Samaniego
- Senior Post Producer Kate Sims
- Head of Production Rebecca Mitchell
- Executive Producer/Managing Director Suzy Ramirez
- Senior Producer Kristina Thoegersen
- Head of Production Alexandra Leal-Allen
- Colorist Mark Gethin
- Head of Production Rebecca Boorsma
- Sound Designer/Audio Mixer Noah Woodburn
- Sound Designer/Audio Mixer Natalie Huizenga
- Sound Designer/Audio Mixer Morgan Johnson
- Executive Producer Leslie Carthy
- Music Supervisor Parker Gispert
- Music Supervisor Carter Little
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency KDSP/Portland
- Production Company SKUNK/USA
- Director John Hillcoat
- Editing Final Cut/New York
- VFX Significant Others
- Color TRAFIK
- Sound Design Field Day Sound
- Music Council Rock
- Senior Creative Director Katie O'Keefe
- Executive Creative Director/Co-Founder Brock Kirby
- Executive Creative Director/Co-Founder Jeff Dryer
- Executive Producer Amy Berriochoa
- Executive Producer/Owner Matt Factor
- Executive Producer Shelly Townsend
- Head of Production Rob D'Aloisio
- Producer Tracy Broaddus
- DP Alexis Zabe
- Editor Conor O’Neill
- Assistant Editor Julio Samaniego
- Senior Post Producer Kate Sims
- Head of Production Rebecca Mitchell
- Executive Producer/Managing Director Suzy Ramirez
- Senior Producer Kristina Thoegersen
- Head of Production Alexandra Leal-Allen
- Colorist Mark Gethin
- Head of Production Rebecca Boorsma
- Sound Designer/Audio Mixer Noah Woodburn
- Sound Designer/Audio Mixer Natalie Huizenga
- Sound Designer/Audio Mixer Morgan Johnson
- Executive Producer Leslie Carthy
- Music Supervisor Parker Gispert
- Music Supervisor Carter Little
If therapy teaches anything, it's that we need to get used to following the sage voice in our head when things get a bit too real, but what if that voice were singing?
Combining a series of well-observed truths with a spot of musical theatre, KDSP's new campaign for Grow Therapy, Key Change, sees familiar situations soothed by rational thought- with said rational thought belted out like a third-act showstopper.
Directed by John Hillcoat through Skunk, a filmmaker more associated with dramatic intensity in films like The Road and The Proposition than jazz hands and sequins, the insightful project places emotional truth in a fantastical container (not sure if that makes sense - I mean that bursting into song isn't 'naturalistic' but is, in this situtaion, realistic), making for films that seriously break through.
“Much of the mental health category is built around a problem-and-solution story," explains Mollie Partesotti, Co-Founder, Strategy, KDSP, "something is wrong, therapy fixes it, and you feel better. But that is not how progress actually works. With Grow, we wanted to show the smaller, more human shifts that therapy can make possible. Choosing connection instead of criticism. Holding a boundary with kindness. Returning to a conversation instead of retreating from it. These moments may look small, but they can change the direction of a life.”
“Growth rarely arrives as a dramatic breakthrough," adds Hillcoat. "More often it arrives as a slightly better response to a familiar moment. I loved that the campaign used music to bring this invisible process to life.”
“Therapy helps you to bring awareness to the little moments in your life where your choices matter," says Katie O'Keefe, Senior Creative Director, Grow Therapy. "We built our campaign on that.
"Each film is a moment that will feel familiar to many, but it's experienced through one person's highly specific inner monologue. You're inside their head as they catch an old pattern and choose how to respond instead of reacting.”
