This short film was part of a larger campaign intended to bring awareness of the value of integrating a hospital-wide ultrasound program to improve patient safety and decrease costs associated with complications.

I designed the shoot and post production to coax our intended audience to imagine themselves in this institution. To visualize themselves telling their own version of this story to millions of people. Here are some of the things I focussed on to do that:

1. To draw the viewer into the scene I wanted to mimic the way our eyes look around when we are talking to someone or observing something at a distance, so we always dedicated one of our cameras (for b-roll and interviews) to a shoulder rig instead of a tripod.

2. To help the audience forget they were watching a "corporate film" I wanted to make the interviews as natural and conversational as possible, so I took extra time with each interviewee, letting the conversation move naturally through different topics (as it would in a coffee shop, or over a pint).

3. We also obsessed over the look and composition. This needed to be cinematic, it needed to look and feel as important as the story we were telling. Without the budget for a high end camera and lighting package we managed to create some custom picture styles on our Canon DSLRs to achieve the look we were after.