We partnered with NYC-based production company Visionarists to bring Mount Carmel’s new patient-focused campaign of broadcast healthcare commercials to life.
Forging Creative Partnerships
Mount Carmel Health System and their advertising agency Ayni Brigade developed the Mount Carmel For You campaign of healthcare commercials around themes of compassion and personalized care. These themes are realized through a cast of five main characters — each with their own wellness journey and lifestyle story.
NYC-based production company Visionarists was tapped to execute the creative, but they needed a local production partner in the Columbus metropolitan area to make it happen, so they chose Kinopicz American.
Pre-Production: Five Stories to Tell
Each patient-character’s story features a particular healthcare service line: ranging from cardiac care to bariatric robotic surgery to maternity care — all while highlighting the organization’s values of exceptional treatment, state-of-the-art technology, and positive wellness outcomes.
Working in close creative collaboration with Director Mitchell Lazar and DP Cody Powers, our goal was to realize a warm, cinematic, and emotionally-authentic execution of the client and agency’s vision.
As with any complex production, we had several key variables to solve for in pre-production:
- Develop a shooting schedule allowing us to acquire all footage over three consecutive days
- Continuously adapt to the hospital’s volatile schedule of facility & staff availability
- Screen, audition, and book a diverse cast—with ages ranging from 3 months to over 60—that melded well with the Mount Carmel hospital personnel
Location Production: Executing the Vision
Half of the shooting schedule was devoted to capturing all of the clinical scenes at various locations throughout the hospital. With the crew scrubbed-in and the gear sterilized, remote client viewing areas for the agency and client stakeholders were linked by radio communication to the set, allowing them to relay real-time feedback and shot sign-offs back to the crew.
After an extensive location search and multiple scouts, our producers identified an ideal residence that allowed us to create all five lifestyle scenes at one location, eliminating additional costly moves.
The Art Department really delivered, creating five distinct lifestyle settings within the residence—every one true to both the storyboards and Director’s vision, customized to each character’s style and personality.
The production yielded three 30-second spots focusing on brand ethos, along with five additional 15-second placements—each one showcasing a particular hero character as they progress along their wellness journey.
The finished campaign is encapsulated here: Mount Carmel For You
Mount Carmel Health System
Broadcast Commercial Campaign
- Line Producing
- Talent Casting
- Production Design
- Video Production
- Director – Mitchell Lazar
- DP – Cody Powers
- Executive Producer – Ola Parks
- Producer – Francesco Lazzaro
- Producer – Damian Wohrer
- Production Manager – Gail Mezey
- Production Designer – Heather Glass-Oaks