22squared, Director Bryan Rowland Ring In The Holiday Season With AdventHealth's Survivor Bell Choir


Robert Goldrich
Friday, Dec. 14, 2018


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AdventHealth (previously Adventist Health System) partnered with independent ad agency 22squared to bring to life the power of new beginnings for cancer survivors. In a one-of-a-kind event, patients of all ages, from across the AdventHealth system and around the country, came together to form the Survivor Bell Choir. Together, they perform with synchronized bell ringing a moving rendition of the classic holiday carol “Silent Night” to honor patients marking the end of their treatment and the start of a new beginning.

This concert builds on a tradition which has patients ring a bell at the hospital upon the completion of their radiation treatment. That celebratory practice inspired the creation of this “Bell Choir” whose performance heralds the yuletide season. Richard Hickam, AdventHealth’s director of arts in ministry, served as choir conductor.

Mindy Adams, VP, creative director, 22squared, said, “At the end of what’s been a challenging and divisive year for a lot of people, AdventHealth is using music and personal stories of triumph to share something we all need to hear: there’s always hope in a new beginning.”

Bryan Rowland of Escape Velocity Content directed this Survivor Bell Choir film. “It’s all about the fight and the hope,” said Rowland who worked with composer Judson Crane to create an original composition of “Silent Night” that could be played with bells by survivors (some still affected by radiation and chemotherapy). “It’s about building a team of loved ones and caregivers to fight a brutal disease.”


Client AdventHealth Agency 22squared, Tampa, Fla. Mindy Adams, VP, creative director; Karlin Lichtenberger, art director; Rachel Damond, sr. art director; Karen Burke, exec producer; Sara Haun, production coordinator. Production Escape Velocity Content, Los Angeles Bryan Rowland, director/DP; Alec Eskander, executive producer. Editorial Bryan Rowland, editorial; John Long, editor. Music Judson Crane, composer; Richard Hickham, conductor.

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