The Power of a Reframed Mission

By centering people over animals, this emotionally driven campaign reached beyond traditional donors and redefined how impact is measured in nonprofit storytelling.

Understanding the Importance of Brand Storytelling

I led the creative and strategic vision for this film with a clear objective: to reframe Horse Haven of Tennessee's mission in a way that would resonate with people who had no connection to horses. The challenge—and opportunity—was to help potential donors understand that the work of Horse Haven isn’t just about saving animals; it’s about transforming lives.

Through emotionally grounded storytelling and intentional character selection, we revealed how rescued horses often end up rescuing their new owners—becoming a catalyst for healing, growth, and purpose. The result is a narrative that positions Horse Haven as more than an equine rescue—it’s a place of profound human impact.

This video premiered at Horse Haven’s largest fundraising event and proved to be a turning point. Audience members were visibly moved—and their generosity reflected it. The campaign helped drive the highest level of giving in the organization’s history, expanding awareness, deepening donor connection, and setting a new benchmark for impact storytelling.

Impact:

• Reframed the brand to emphasize human healing and emotional resonance

• Used as the centerpiece of the organization’s most successful fundraising event to date

• Helped drive record-breaking donor engagement and financial support

• Emmy-nominated in the Writer Spot category