Miriam Bookey: Program 11 is a strategic creative agency based in Los Angeles. We bring the curiosity of journalists, the creativity of filmmakers, the problem-solving of strategists, and the science of learning experience experts together to help brands reach customers meaningfully, memorably, and actionably.

Miriam Bookey: My business partner, Jenna Briand, and I started Program 11 to lead organizations and companies toward a better business through what we create and how we collaborate.

We are Program 11 – a creative agency with deep research and strategy practice. We bring together boutique-agency ingenuity and big-agency experience to make smart, engaging creativity for exceptional brands. (And we have fun doing it.)

We have a knack for bringing clarity to complex ideas and products. Our innovative strategies and compelling creativity deepen brand connections and drive business growth for our clients.

We're a team of question-askers, data divers, design nerds, wordsmiths, avid readers, and strategy wonks. Although our headquarters are now in California, our roots are in Iowa cornfields and Pacific Northwest coffee shops. We've got a little Midwest heart, a dash of East Coast swagger, and some island soul. Our clients love working with us – you will too.

Creativity is the ability to transcend traditional ideas, rules, patterns, or relationships, creating meaningful new ideas and interpretations. It's about seeing the world not just as it is, but as it could be, and then bridging that gap with imagination.

We have found that the best results come from consistent processes. For all creative projects, we ensure alignment on desired positioning, where the brand falls in line with comparative brands, and desired results.

For campaigns, we develop a creative brief for all assets including videos, articles newsletters, infographics, social shareables, white papers, ebooks, SEO content, etc. We make sure we align with brand pillars, business goals, and desired emotional takeaways. For video and visual projects, we assemble mood boards to ensure we are aligned in direction. We then typically present 2-3 approaches, and the client selects one for us to refine.

It was a serious OMG moment. We are a young agency fully committed to client work and don't have a lot of extra resources and a budget to put together multiple award entries. We were very selective about where we applied and what we submitted, and we are honored to have not only our work but also our agency recognized by the 2024 MUSE Creative Awards.

We strongly believe that marketing can be a positive force for good and an opportunity to generously educate, inspire, and connect. We are excited to see our work make an impact in the community and be recognized for its excellence.

Our winning work is a video we produced for our client, "Providence Health," about a new meth treatment they're testing. We chose this project because of sobering statistics on methamphetamine use: more than 1.6 million people have abused methamphetamines in the past year and more than 30,000 have died.

Our wonderful client Providence Health recognizes the severity of the overdose crisis, and they're working to find a solution. They are also committed to caring for vulnerable people and are traditionally overlooked in health systems. For these vulnerable people, help like this doesn't come often. Providence's team is dedicated to finding meaningful solutions for their patients, as highlighted in our winning video.

Program 11 had to be resourceful when filming and editing this sensitive subject. We deliberately selected a production partner we knew would be compassionate – a team from Los Angeles who had worked extensively with recovery centers. They were able to approach this topic with sensitivity.

Because we were filming in an open healthcare setting during a fresh outbreak of COVID, we needed to do more filming in open spaces, which required us to be in hallways and areas where civilians were passing through.

We worked closely with both the doctors and the administration to create spaces to not violate HIPAA laws and to ensure that everyone in our filming area felt comfortable. This particular piece went through several additional edits to create a story that Providence felt confident in and proud to share.

The timing was kind of great because we just got an RFI that asked us to list all of our most recent awards. Boom!