When LeadingAge Minnesota Foundation needed a video series to support recruitment, onboarding, and career exploration for New Americans considering long-term care careers in Minnesota, they were looking for more than a vendor. They needed a creative partner who could handle a complex, community-informed project with care.
Captivate was selected through a competitive RFP process for our ability to pair strong documentary storytelling with thoughtful strategy, emotional sensitivity, and multilingual accessibility.
The series needed to do several things at once. It had to help future employees understand what caregiving work actually looks and feels like, what to expect in long-term care settings, and how these careers can offer stability, connection, and growth. Just as importantly, it needed to feel culturally thoughtful, emotionally honest, and accessible across multiple languages.
Captivate partnered with LAMF to turn that challenge into a five-part documentary-style video series rooted in lived experience. Working closely with LAMF and the Immigrant Voices Advisory Council, we led the creative strategy, project briefs, interviews, production, photography, editing, translation coordination, multilingual voiceover, captions, and final delivery.
The series had a goal of reaching 500 views. It reached 1.2 million, and counting. That’s 240K% over the original goal.
The impact of the project earned it a Bronze Telly Award, Non-Broadcast: Not-for-Profit.
Captivate coordinated professional translations, multilingual voiceovers, subtitles, and revisions across seven non-English languages: Hmong, French, Oromo, Somali, Spanish, Swahili, and Ukrainian.
Day in the Life of a Caregiver
Day in the Life of an Elder
Interview from our Success Stories
We’ve got the full breakdown of the project, the impact, and the final deliverables on this slideshow here. Take a look around at other impactful works on our Case Studies page.
