“The Plunge”
Directed by
Lance Acord.
Launched on CNN during the Inauguration.
The pandemic has changed our lives, our perspectives and our priorities—especially when it comes to our health. Whether it’s finding new ways to exercise or spending more time on mental health, many are using this moment to change for the better. To encourage even more people to think about who they want to be when this chapter comes to an end, we launched the first-ever TV commercial for One Medical (a nationwide network of doctors).
The story follows the journey of open-water swimmer Mina Rhoden as she carries out her daily ritual of swimming in the frigid Bay Area waters—a routine she really embraced during the pandemic.
We were lucky enough to get to work with director Lance Acord again, (Nike ‘Dream Crazy’, Volkswagen ‘The Force’, Xfinity ‘A Holiday Reunion’) and fortunate to have amazing clients who invested in a 60 second spot on CNN during the 2021 Presidential Inauguration—the perfect media moment for an ad about starting a new chapter.
As part of the project, I also shot some photographs—a few of which appear below.
