WDH - TRUSTED CANCER CARE IS IN REACH
This was a recent commercial I directed. had a lot of fun on this one. some great actors, and locations were spot on. The creative team and I brainstormed 3 initial concepts that were then slimed down to one. From there we did boards and what you see here is the directors cut. the final cut is 30 secs, and after seeing the pacing of this cut I was able to go back and add in scenes to help strengthen the final :30 spot.
Campaign Overview
"The WDH Cancer Center (Dover and Portsmouth campuses) is looking to promote itself as a premier destination for local patients seeking world-class oncology services. Through its affiliation with MGH/MGB, the WDH Portsmouth Cancer Center has a unique opportunity to enhance and grow a wide range of specialty services within the field of oncology, meaning that services thought only to be available in Boston can now be accessible and available to Seacoast residents"
The initial concept
focuses on a cancer patient at home as he gets ready to drive to what is implied to be treatment. The man’s VO overlays the video, explaining how after being diagnosed with cancer, he didn’t want to choose between driving far away to get the care he trusts, and spending time with the people he loves. But then he learned world-class, personalized care is available in Dover and Portsmouth through WDH’s partnership with MGH. The man gets in the car, and instead of going to get treatment, the video ends with him happily attending one of his children’s extracurricular activities (such as a recital or baseball game), with the tagline on-screen: “Cancer care you trust is in reach.”
Pen to paper and after a few bad ideas I ended up with this.
“So when i was diagnosed with cancer I thought my world would be turn upside down"
1: med hospital shot with doctor and patient
2: waving to nurse navigator
New doctors, new locations, just everything but time for what I really was thinking about?
3: close up shot of a person driving in a car. Thinking
But it turns out I didn’t need to go anywhere. I got cancer care I trust with my hospital. My doctor, here in New Hampshire.”
4: prepping for event
End with a scene of them enjoying a moment.
5:smiling happy at event
SWEET 16 BIRTHDAY - Picking up a cake (entering bakery, and leaving with a cake).
Maybe have the doctor give the Dad a birthday card for the daughter.
Client storyboards
If you've made it this far, you can see I've deviated from the boards a little, but i think that's where the fun lies in crafting and developing a story with video, we had some real great moments on set and the locations allowed us to adjust a little creatively to make things better.
