The goal was to tell a compelling story about a hospital system that did what no one thought was possible: reduce central line complications to zero. 

This story was about the user, not SonoSite, so we steered clear of blatant promotional messaging. I wanted the piece to reflect the personality of this Texas hospital system. Cool confidence. Driving determination to do anything in their power to avoid causing unnecessary harm to their patients. A level of approachability that can only be described as Southern hospitality. With that in mind I kept the camera work a little more raw, we let some of the color and audio imperfections show through, we pushed to get real life procedures as opposed to settling for a mock up. I also created a trailer version for this piece in order to engage the segment of our viewers that tend to click away within the first minute.