The communications team at the Red Cross of Greater Chicago called me in to help them conceptualize an idea that would help bring in some revenue for the organization, centered around the house fires campaign.

Their original idea was to literally see various people actually waking up in a warm bed, brushing their teeth, making breakfast, etc and just merely posing the question "what if all that were gone?" My suggestion was to literally bring that imagery to the screen but turn it on its head, showing the charred remains of those basic needs after a fire has torn a families life apart.

The reaction was overwhelming. The spot offers very cinematic and compelling imagery, coupled with an intensely emotional score (thanks to David Buckley), sound effects (thanks to Steve Wilke) and voiceover (thanks to Tommy Beardmore), which has left many audiences with chills.