LDK Healthcare offers aged care communities that deliver a suite of technology and innovation, security and purpose built villages that center on the brands core values of delivering love, decency and kindness. Residents of LDK Healthcare are able to enjoy an inclusive community with a range of lifestyle amenities, classes, workshops, and in-home care providers along every stage of the resident’s aging journey. LDK engaged MSQUARE Productions to produce their ‘Resident Stories’ campaign, which included a series of four Commercials for national television and digital distribution, as well as a photography campaign for billboard, brochure and OOH release. It was important that the residents represented a range of customers, including: single independent women, independent couples, and residents requiring extensive care. The creative direction was drawn from the Directors vision to align each ‘resident story’ with the personal anecdotes associated to the resident’s lives. Our team worked closely with the residents and LDK to understand their personal history, interests, involvement in the community – shaping the narrative of each film to their personal stories.