McCune-Brooks Healthcare Foundation - "To Do List"

Project Overview

McCune-Brooks Healthcare Foundation reached out to Shadow + Light Creative to create a 30-second television and social media advertisement promoting free mammogram vouchers available through the Foundation. The ad was also intended to be shown as a promo during a local high school football game.

S+LC developed the concept and script around a simple, relatable idea: there is always something on the to-do list. Featuring local news anchor Jessica Schaer, the ad follows her through a busy day as she checks one task after another off her list, building toward an important reminder that taking care of yourself belongs on that list, too.

From concept and copywriting through production and post-production, S+LC handled the project from start to finish.

Cinematography & Techniques

The production called for a natural, everyday look that matched the pace and familiarity of Jessica's routine. With a limited production schedule and budget, we built the visual style around the natural light available to us rather than relying on extensive lighting setups.

Early morning sunlight gave us a warm, inviting starting point for the day's scenes. We worked with the available light on location, then used careful color correction and grading in post-production to create consistency across the footage and give the finished spot a polished commercial look.

Visual Storytelling

The strength of "To-Do List" comes from its simplicity. Everyone has a list of things they need to get done, and the ad uses that familiar routine to introduce a message that could easily get overlooked in a busy day: make time for your health.

Jessica's recognizable presence helps ground the spot in the local community, while the quick progression through her day creates a natural setup for the final message. Each completed task moves the story forward until the mammogram becomes the one item that deserves a place on the list.

The concept keeps the message approachable and easy to understand, while the pacing gives the 30-second spot enough energy to hold attention on television, social media, and through the breaks during a high school football game.

The Final Result

The finished "To-Do List" ad gives McCune-Brooks Healthcare Foundation a concise, relatable way to promote its free mammogram voucher program. The spot combines a familiar everyday scenario with a clear call to action, encouraging women to make their health part of the plan.

With a focused concept, efficient production, natural lighting, and intentional post-production, S+LC delivered a polished commercial without requiring a large production footprint. From the first line of the script to the final frame, we handled the creative and production process in-house.