Care Fertility faces a unique challenge: while their patients are eager to share their inspiring stories, confidentiality limits what can be disclosed.

However, it’s these personal stories that offer others hope and the confidence to begin their IVF journey, whether as patients or donors.

We were honoured to be asked to create a series of films that tell these real-life stories. We embraced the opportunity to present them in the most authentic and empathetic way possible.

The team at Care Fertility shared five patient stories with us, which we then brought to life with professional actors. We produced five individual films, each focusing on a specific challenge or fear faced by donors and potential patients.

To avoid any preconceived notions about our viewers, we chose a white backdrop as a blank canvas, ensuring the focus remained entirely on the interviewees.

We also used ‘Eye Direct’ technology, allowing the interviewees to look directly into the camera while being interviewed, creating a stronger connection with the audience.

Authenticity was key to us, so instead of scripting the actors' lines, we provided them with their character's backstory, outcome, and real quotes from the donors and patients.

The actors were asked to familiarise themselves with the stories and arrive on set in character.

Our producer then conducted interviews with the actors while they stayed in character, drawing out genuine responses.