Riveter Design

Three things people don’t want to talk about: serious illness, nursing homes, and government insurance.

But it’s because no one wants to talk about them that there are so many misconceptions—including about the care that’s available to help.

When a loved one in a nursing home starts to decline, families often don’t know that an extra layer of care is available to them through Medicare at no additional cost.

That fact is at the heart of a new 30-second TV spot we made with Hospice & Palliative Care Buffalo, our latest work on the Take on the Day campaign.

Take on the Day has always been about reframing hospice care as something to approach with intentionality rather than resignation. For broadcast, that thesis needed a visual idea that could carry the weight of the message without weighing viewers down.

We landed on origami.

The paper crane already lives in Hospice & Palliative Care Buffalo’s visual identity. For the spot, we set it in motion. A single sheet folds from one form to the next as the voiceover names the qualities brings into a family’s care: help, care, guidance, support, connection. It’s all folded into the patient and family experience.

Our partner Zachary Cain of Refined Animation brought that unfolding message to life. See how it all came together, and connect with Hospice & Palliative Care Buffalo’s extraordinary care at hospicebuffalo.com/takeontheday.

Continuing to share the stories of the Y11 founders shaping Buffalo's future through 43North. Meet Joel Horsford, founder of radEmploy 🩻

RadEmploy tackles a critical gap in healthcare: radiology staffing shortages that delay care when it matters most. After years working on the frontlines–as a technologist and later in leadership–Joel saw firsthand how broken the system was for both providers and patients.

That experience led to a solution: a conversational AI platform that connects radiology professionals directly with hospital systems, making it faster and easier to fill roles and get patients seen sooner.

After winning 43North, the team relocated from NYC to Buffalo. We're excited to see what they build with the support of a strong healthcare ecosystem and the opportunity to make a meaningful impact.

We loved getting to know the team behind radEmploy. Plus, it's easy to welcome someone this passionate about wings to Buffalo. Show some support if you agree with Joel's flavor choice! 😉

Made in partnership with Promotional Productions 🎥