Content & Creative Director
Chicago/Midwest Emmy® Nominated Documentary Filmmaker
Second Opinion Campaigns
DRTV + Integrated Campaign
Conceptual art direction and DRTV don't usually get along. We devised concept-driven spots featuring real people, documentary-style, to elevate dry DRTV to moving brand video. By capturing additional behind-the-scenes content during both shoots, we were able to create integrated campaigns across print and digital to enhance the effectiveness of our DRTV spots, which aired across multiple states in the Great Lakes region.
Our goal was to get patients who already had a diagnosis to call Northwestern Medicine for a second opinion. They sure did, to the tune of $3M in contribution margin and a 23:1 ROI.
"Survivor" cast real patients who survived complex heart diagnoses thanks to the doctors at Bluhm Cardiovascular Center
It was important to show the team standing together, because that's how they work. We shot during early COVID, while the hospital was still writing its safety policies, so we orchestrated it with movie magic: each doctor filmed separately, then composited into one group shot.
Broadcast / DRTV
"Survivor" cast real patients who survived complex heart diagnoses thanks to the team at Bluhm Cardiovascular Institute.
Social Media Videos
Heading up social media creative and strategy for this shoot, I ran documentary second camera during the broadcast spot shoot, and according to the editor, that footage saved us. With no additional budget or exclusive social production, it gave us enough material to create multiple social videos featuring individual patients, including the director who was a heart patient at Bluhm himself. These videos reinforced the broadcast spot with additional audiences on social media.
Broadcast / DRTV
For the brain tumor spot, we took real quotes from the brilliant minds at the Lou Malnati Brain Tumor Institute and had the doctors who said them repeat them right to camera. The result was emotional, earnest, and deeply empathetic.
Behind the scenes of making a commercial during summer of 2020! Onset COVID-19 protocols had not been established by the industry yet, so we used our expertise as a health system to ensure a safe set.