Telling Stories That Matter: How We Brought Kidney Health Australia's Vision to Life
Storytelling has the power to drive change. When Kidney Health Australia told us about their bold aspiration - to End Dialysis by 2050 - we knew this wasn’t just another campaign. It was an opportunity to tell a story that truly matters.
Understanding the Story Beneath the Surface
Before we even picked up a camera, we took the time to understand what dialysis really means for those who go through it. It’s not just a medical treatment; it’s a relentless routine that dominates daily life. The hours spent hooked up to a machine, the emotional and physical exhaustion, the uncertainty of what comes next—it all adds up to a profound experience that needed to be captured with care and authenticity.
Listening is at the core of our creative process. We don’t just hear our clients’ objectives; we immerse ourselves in the story to ensure we reflect it with truth and impact. Through conversations with Rodrigo, who lives with kidney disease, we gained real insight into what dialysis takes from a person—time, energy, freedom—and why change is so critical.
Bringing the Story to Life Through Cinematic Techniques
Our goal was to make the audience feel the weight of dialysis, not just understand it. Here’s how we used creative techniques to achieve that:
Camera Work – We used lingering, extended shots to mimic the passage of time during dialysis, allowing the audience to sit in that moment and experience the reality of treatment. The slow pacing visually represented the waiting, the stillness, and the emotional toll.
Sound Design – Silence can be just as powerful as sound. We played with ambient noise, subtle beeping machines, and breathing rhythms to create an immersive soundscape that draws viewers in. Every detail was carefully considered to make the audience feel as though they were right there in the room.
Lighting & Color – Dialysis is draining, both physically and emotionally. We used a muted, natural color palette to reflect this reality.
Why This Matters
Great content isn’t just about beautiful visuals—it’s about impact. This project wasn’t just another production job for us. It was a responsibility to tell a story that could change lives. By taking the time to deeply understand the experience of dialysis and listening to those affected, we were able to craft something that speaks to both the heart and the mind.
At ETB, we love to create content with purpose. Whether it’s for brands, causes, or communities, our role is to help tell stories that inspire action. We’re proud to have partnered with Kidney Health Australia on this campaign, and we hope it sparks conversations that drive real change.