Code:Red

For over 70 years, Phoenix Rescue Mission has been a lifeline for those experiencing homelessness in the valley, offering not just short-term relief but a holistic approach focused on long-term transformation. Their Code:Red campaign alone distributes nearly a million bottles of water each year during the scorching summer months. However, they faced a significant challenge—only about 10% of Phoenix residents were aware of the Mission’s vital work. They needed a fresh, updated campaign to remind the community who they are, and why their impact is so vital, especially as they look toward achieving their long-term goals.

As a nimble crew, docu-style storytelling is one of our strongest suits. It allows us to capture raw, authentic stories in a way that no traditional on-set production can. To highlight the intensity of the summer heat and the real, life-changing work Phoenix Rescue Mission is doing, we set out to document the crisis as it unfolded. Armed with gear, cameras, and plenty of water, we filmed in over 100-degree heat to ensure we captured the reality on the ground.

Maintaining the anonymity of those we filmed was crucial, but we were still able to convey the magnitude of the crisis through our footage. After setting the scene, we toured Phoenix Rescue Mission’s campuses and, with the help of residents and program graduates, showcased the genuine transformation happening within the organization. We had a mood board to guide us, but ultimately, it was the individuals living out these stories who truly shaped the narrative.

By focusing on individual stories to personify the crisis, we gave new life to the Code:Red campaign, helping raise an additional $40,000 within the first day of launching the updated messaging across social channels.

Our 60-second anchor video was a key part of this success, and we created shorter cutdowns specifically designed for both organic and paid social media. Each version had unique tracking links to monitor engagement and conversions, allowing us to measure the impact of each tailored piece.