Every medical journey is unique, but no matter what kind of health struggle we may be facing, one thing is certain—no one goes through it alone. Recovery isn’t a solitary pursuit, after all. It’s a team effort. It’s the doctors and nurses. The x-ray techs. The physical therapist who always has your back, or even the receptionist who greets you with a smile just when you need it. This collaborative philosophy is the heart and soul of Beaumont Health. With these spots, we’re going to channel this tenacious, never-say-quit team spirit into every frame, showing people that wherever you are on your recovery journey, Beaumont is behind you all the way.
I love the inspirational feeling of this campaign, and nailing the tone is all about making the patients the real heroes of our spots. Following a diverse group of patients through different phases of their recovery, we’ll track their individual transformations, watching as their pain becomes hope, and their hope becomes triumph. We’ll see them struggling, striving and never giving up—and we’ll see the Beaumont Health staff working on their behalf, supporting and cheering them on every step of the way. To heighten the drama of our films, we’ll shoot these spots in beautiful black and white, giving our images an authentic cinematic look that is perfect suited to our inspirational theme.
We want to bring out a humanity seldom seen in the medical space, and that means subtly integrating Beaumont’s cutting-edge technologies into the spots without distracting from our character’s stories. Whether it’s an artificial limb, a state of the art x-ray machine or a rehabilitation robot, we’ll incorporate the hospital technologies in a way that is organic to each story, nodding to Beaumont’s forward-thinking philosophy while still keeping the patients front and center.
LOOK & FEEL
We’re following these characters through some of their most private moments, so we want our imagery to convey this sense of gravity and intimacy. Our images will be authentic, but beautifully cinematic. Incorporating some handheld camera will give the films a sense of immediacy, allowing us to be right there with the patients as we intuitively echo their every movement. We’ll capture every bead of sweat and determined gaze as they push themselves, and we’ll glimpse their triumphant smiles as they transcend their own limits. These shots evoke the raw physical power of athletes in training, but these aren’t professional athletes.
These are ordinary people fighting to do basic things that the rest of us take for granted, and that makes every moment of their struggle even more powerful.
To heighten the drama of our stories, we’ll shoot in normal speed, then overcrank it to pro- long key moments. I use a similar approach in Chef’s Table, and I find that slow motion is a great way to articulate these poignant moments without losing any of our authenticity. It will also help us out in the edit, allowing us to isolate those perfect images and build our story around them.
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