This global campaign was the result of a ground-up re-brand effort with world class agency TBWA aimed at increasing brand awareness. The campaign included several print/web ads and two 30s spots which aired on TV, in Century Link field during Seahawks games, and all over the web. We based each story on real clinicians and institutions–everyday heroes, saving the lives of everyday folks–but with a bit of Hollywood drama. In a world where medical device manufacturers position themselves as the heroes who save the day with their technology, we decided it was time we set the record straight: the real heroes are the guys and gals who use our technology, and walk each patient down the best possible care-path.

I created this 3-part teaser series to prime the market for a new product that would make any current product feel like it was built in the 80's. Zeroing in on the competitive advantages of the new product, we exaggerated what a day in the life of a clinician using dated technology might look like. 

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.

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.

To promote our flagship product I developed a partnership with a humanitarian medical relief organization by the name of Floating Doctors (already avid users of our technology). The idea was to loan them our newest product and then send a camera crew along to create a series of videos documenting their work. Because our technology was already an integral part of the care they provided, getting material that demonstrated the value of our product was as easy as turning on the camera. The beautiful thing about the 6-part series is I didn't have to tell my audience anything about the product, all they had to do was watch–the ruggedness was demonstrated by packing the system through the jungle, the ease of use demonstrated by a student being able to assess what was wrong with a kidney.

From drafting the loan agreement and developing the relationship with the doctors, to directing the videos, to designing and managing the campaign (landing page design, email strategy, banner ad designs, PPC strategy, PDF download, etc), I directed all of the teams and tasks associated with this project.

I wrote and directed this piece to highlight a physician who, by the nature of his use case, beautifully demonstrated the value of the SonoSite hand-carried product line. Because this was just before a new product launch, and because our interviewee was bi-lingual, I took advantage of the time we had to make sure we had enough material to create 4 full videos ( English: old product, English: new product, German: old product, German: new product). To generate higher engagement I created the trailer version which worked well to get the point of the video across quickly for those prone to click away in the first 30s.