We saw SOA as a fantastic opportunity: With a huge number of ICU professionals gathered in one place, we suggested capitalising on the event to capture evergreen content that promotes ICS membership year-round. Rather than a single event video with a short shelf life, our strategy focused on capturing the energy, expertise, and community of SOA26 while generating a versatile library of assets: a dynamic wrap-up video, a promotional hero video for 2027, and evergreen social edits designed to draw in non-members and drive ICS membership long after the conference ended.

During pre-production, we collaborated closely with the ICS team to identify key themes and strategic marketing goals for the year. We planned the structure of the wrap-up video and agreed on methods to inject personality, rhythm, and life into the footage, deliberately avoiding corporate tropes. On the day, we captured main stage presentations, the sponsorship hall, attendee reactions and engaging interviews, alongside producing custom animations for the event. 

In post-production, we went beyond the standard highlight reel and created a variety of sharable socials content that could be released throughout the year: transforming specific moments into evergreen campaigns that promote not just SOA, but ICS as a whole. By blending empathetic storytelling with fast-paced social edits, we delivered a robust toolkit of assets that performs across their website, main stage, and social channels long after the conference doors closed.