Interview question conducted by Little Black Book, full article here

It’s such a storytelling-focused piece of communication. Why does that approach work so well for the brand in this instance?
Sean: To understand what Hope Air does you really have to see how it works and who it works for. Interviews with their pilots and current and former patients revealed many interesting human perspectives and story notes. In consultation with Hope Air Chief Development Officer, Jon Collins, we determined it was best to focus on potential users who might not know that the service exists or what it does.

Insight also came from discussions with creative director Nicole Ellerton. A draw for people living in small towns is that it means that they get to live closer to nature, but that shouldn’t equate to less access to medical care when they’re not able to travel long distances to receive vital medical treatment. Knowing this, the plane becomes a kind of mythic character that helps Taylor surmount this barrier presented by the remoteness of extreme nature that she surrounds herself with.

It included details from the interviews in the film, such as how people learn about the service through their family doctor, how the service remains present throughout the entire treatment cycle, and how the plane’s cabin becomes a kind of solace amid the stress of dealing with serious medical treatments. Cinematographer Devin Karringten literally immersed himself in this project and crafted a beautiful visual story to compliment the emotional elements of the story. I’m very grateful for that collaboration which included his personal set of rehoused anamorphic lenses!