What happens when Jef Loeb says “What if?”


Hearst Corporation’s FDB (First Databank) just launched a transformative healthcare platform called Vela. It’s a digital channel designed to dramatically improve how clinicians, insurers and pharmacists meet patients’ prescription needs. To communicate the game-changing innovation behind this offering, FDB knew they needed a big-thinking creative approach—not just marketing to inform, but an anthem to inspire. So, they called Jef Loeb. Jef concepted, wrote, and directed this remarkable tentpole video and created a 360˚ integrated digital campaign to match. He cast the perfect talent, picked a truly inspiring location (Oakland’s Chabot Space and Science Center), did all the shooting in a single day (with, I’m delighted to add, an amazing all-women camera, grip and electrics crew), and oversaw every frame of the stunning visual effects. What I love about this work is that it’s such a perfect example of Jef’s own “what if?” approach to every creative challenge he takes on.