Writing exclusively for Hollywood's A-list celebrities during one of the biggest nights of the year was a creative challenge like no other.

The brief was to craft a message for HCAI, a presenting sponsor of Elton John’s AIDS Foundation Academy Awards Viewing Party. The audience was as exclusive as it gets—Sir Elton John and a room full of celebrities watching the Oscars in Los Angeles. The creative approach centered on the repetitive sound and visual of classic movies' "The End." This cinema-inspired technique cut through the noise in the room and captured the unique attention of actors and actresses who live and breathe storytelling. The concept delivered a powerful message about ending HIV and its surrounding stigma, successfully commanding attention from an audience that collectively reaches millions of fans worldwide.