The business of second chances

Inmates returning to civilian life after time spent in prison face a difficult transition. Without support on the outside, many fall back into destructive patterns which land them right back behind bars. To fight this recidivism, the private prison corporation Corecivic has focused its efforts on preparing inmates for re-entry with programs meant to help them succeed on the outside.






  • Client: Corecivic
  • Agency: Stonecastle
  • Type: Brands
  • Deliverable: TV Commercial
  • Services: Creative Strategy, Video Production

The Project

The Project

The effort to prepare prisoners for life on the outside


Corecivic turned to Stonecastle to direct and produce a national TV commercial showcasing its efforts to give newly-released inmates the best possible chance at a successful re-entry. Filmed at a Corecivic-run facility in Colorado, our creative team interviewed prison instructors about their role providing inmates with the tools they need to succeed. From these interviews came the title for the spot: The Business of Second Chances.