WHAT PRICE WOULD YOU PUT ON A HUMAN LIFE?

Pay or Die is a heart-wrenching documentary by Scott Alexander Ruderman and Rachael Dyer that digs into the human cost of America’s private healthcare system, specifically the crippling price of insulin. The film follows three families whose lives have been shattered by the outrageous cost of this life-saving medication. Through these deeply personal stories, the film exposes the corruption and greed of the private healthcare system, where pharmaceutical companies and insurers profit off of people’s pain, while families are forced to fight for their lives.

• Narrative Positioning: Framed the film as a modern American horror story—spotlighting the life-or-death stakes tied to insulin access.

• Trailer Strategy: Shaped the emotional arc, pacing, and tone of the trailer to maximize resonance and drive awareness.

• Creative Direction: Guided visual and editorial execution across trailers, posters, and promotional materials for a cohesive campaign presence.

• Filmmaker Collaboration: Worked hand-in-hand with directors and EPs to ensure messaging aligned with the film’s mission and personal storytelling.

• Editorial Oversight: Partnered with editing vendors to refine cuts and polish final assets for digital and broadcast release.

Results: The campaign helped position Pay or Die as a powerful tool for advocacy, driving media coverage from outlets like CNN and The Guardian, and sparking national conversations around healthcare reform. The trailer and supporting assets amplified the film’s visibility ahead of its Showtime premiere and fueled grassroots support through social media and community screenings.

CREDIT: Executive Creative Director: Chris Williams Creative Director: Cam Ly Writer/Producer: Elle Rose Edit/Finishing: JumpCut NYC

• aMy Rol