In the fall of 2009, a debate was raging in the USA over healthcare. The Obama administration needed to rally public support for the historic reforms being proposed. It put out a request for 30-second spots.

I concepted a spot with this in mind: the administration didn't need to preach to the choir, it needed to win the minds of those who were still unsure. With my friend Jeff, we created a viral spot that logged nearly 200,000 hits in less than a month, was ranked #1 among Huffington Post users, and even earned a hateful mention by Bill O'Reilly. Its YouTube page became a debate site for weeks.

The rest is history.