The Story Behind ADC's New Chapter

ADC came to us with a clear brief. Make a commercial about the move from the old building to the new one and include the launch of their new logo.

The ask sounded straightforward on paper. The meaning behind it was not. ADC has shaped healthcare in Curaçao for decades. Their new headquarters is more than fresh paint and modern equipment. It is a statement about where the lab is going and who it serves next. The film needed to honour the legacy and open the door to what comes next.

Our master visual storyteller, Ango Lourens, took the brief and pulled it through one simple question. What is the story we are telling here and why does it matter?

The answer came through the eyes of a child.

Ango built the concept “Di Kuriosidat pa Propósito,” meaning from curiosity to purpose. The film follows one girl’s transformation from a school field trip at the old ADC building to a moment, years later, that brings the new building and the new logo together in a way no corporate reveal could.

Old building to new building. Old logo to new logo. Curiosity to purpose. Every frame was designed to carry that arc. The colour grading shifts as the girl grows. The soundtrack builds from playful curiosity into something grounded and sure. The logo does not appear until the story earns it. That is the difference between a reveal and a moment people remember.

We brought the storyboard back to ADC for feedback. The team responded with a clear yes and a handful of small adjustments. From there the project moved forward without delay. We locked the cast, scouted locations and shot the film on site. Editing followed and we presented the first cut to ADC for one last round of input. The final cut made its debut as part of a larger celebration. The evening opened with speeches, followed by a light show projected onto the building and live dance performances that came together with a curtain drop to reveal the front facade of the building with the new logo. And then the film played. The video was not a standalone piece. It was the emotional bridge between everything that came before it and the physical reveal that followed.

Now it lives in the digital space, and even without the stage, the lights and the curtain, the story still lands.

A strong brief gives you the what. Your job is to find the why.

ADC asked for a video about a new building and a new logo. We delivered a story about a curious child whose dream grew up alongside the institution she once visited. The building and the logo are still in the film. They land harder because of the human walking through them.

When the heart of the message is clear, every other decision follows.