Health & Advocacy
James Casey
“New Bloom” — a music video built around New Yorkers living through and beyond cancer.
“New Bloom” — director’s cut
“Music as Medicine” — :60 with Olympus
The song
Saxophonist and producer James Casey released “New Bloom” in March 2023, during Colorectal Cancer Awareness Month, after a stage 4 colon cancer diagnosis. The song is about resilience; the video had to carry that without turning it into a pitch.
Who’s in it
Rather than cast actors, the film is built around New York City creatives living through and beyond cancer — each persevering in their own intimate and personal way, alongside James.
What it’s for
Made in support of Olympus Corporation of the Americas, advancing the Colorectal Cancer Alliance’s “They Didn’t Say” initiative on family history and colon cancer awareness among Black Americans, who face higher mortality and later-stage diagnosis at younger ages.
What it took
A set where people felt safe. Everyone on camera was bringing their own history to the day, so the job was patience, trust and enough room for people to be themselves — then a visual language of hope built around them in the edit.
James Casey died of colon cancer in August 2024. He was 38.
