Solution

We developed a message and overall direction that was simple and straight to the point. “We’re here when you’re body is hurt. But the most important thing to remember is this, we’re here for every body.” The message, combined with our visuals of people performing everyday activities, communicated that sports medicine wasn’t only for professional athletes. Anyone may be in need of treatment, whether it’s tweaking a muscle playing a sport or straining a joint while working in the yard.

The final look and tone was intended to feel like a national campaign; something very different from local competitors. Varying focal points and lens’, unique angles, dramatic lighting, a slow frame rate, post production color treatments and good tempo-building music helped form a beautiful and effect campaign. During the course of the project, I helped concept the direction with a partner, designed all elements, and art directed the photo shoot, TV shoot and post production process.