Evelina Incredible

Nine-year-old Cruz was born with a rare kidney condition and has been an Evelina London patient all his life. He visited the hospital four times a week for dialysis before receiving a kidney transplant in December 2021 – something he describes as “the best present ever”

This TV ad was shot on location in London. Working with a nine-year old with no previous experience of being on camera required sensitivity and adaptability — a challenge relished by our director, John. The work that we had done in pre-production with a storyboard artist was hugely helpful in helping Cruz understand what we were making together, like seeing a comic book of himself, which he could then act out, and our efforts were richly rewarded by his great heart and authenticity. 

Evelina London, part of Guy’s & St Thomas’ NHS Trust, does incredible work caring for children and young people with serious health conditions. It was an honour to be able to support them in that work, and a humbling and uplifting experience to collaborate with them to devise and realise a succinct and powerful way to tell Cruz’s story.