About the project:

We brought together a steller production team for this project as we collaborated closely with the agency and client for a compressed pre-production period. We used real patients and doctors and I was involved in casting and script development. In all, we shot four spots for broadcast & CTV plus additional content for social.

It was also rewarding to bring a custom set build to life on the sound stage. We worked closely with our production designer Johny R. Long to design and build a set that would provide the client with an ownable branded moment that set them apart from their competitors.

One challenge inherent in this project: we were telling real people’s stories and wanted a conversational tone, however these had to fit a hard :30 for TV while also hitting certain brand pillars. We decided scripting would be the best approach. I worked closely with the patients and doctors to rehearse, ensure they were comfortable, and tweak the script as needed — both ahead of the shoot, as well on set as we went along. The goal was to keep the warmth and authenticity of an impromptu interaction, and we were all pleased that we achieved that goal.

All of our subjects were amazing and really brought their hearts to the game. I loved learning the patient’s back stories, hearing how their lives were changed by these procedures, and witnessing what an emotional connection they truly had with their doctors. All in all, a very rewarding experience. 💙