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    Blue Shield of Calif., BSSP, Director Samuel Bayer Get “Tough” For Healthcare Workers

    By SHOOTUpdated:No Comments4974 Views

    Working with its agency partner, Butler Shine Stern & Partners (BSSP), Blue Shield of California tapped actual healthcare workers and medical experts within their network to get their perspective, conducting grassroots research and social listening to create a new spot aimed at giving healthcare workers a voice, while saying thank you in the process.

    With “stay at home orders” in full effect as BSSP started production, the team had to get creative with their vision to capture images of frontline workers. Coincidently, Sam Bayer, the award-winning director and cinematographer, had taken to the streets of Los Angeles to capture his own first-hand account at the frontline and shared his unique, proprietary work for this project. 

    The spot titled “Tough” shines a light on the authentic, mixed emotions of the healthcare community right now: exhaustion, isolation, confusion, anxiety coupled with resilience, bravery and love. The team didn’t shy away from showing the very real, relatable hardships facing frontline workers and wanted the creative execution to match the message–simple, yet poignant. The spot closes out with stoic black and white portraits of real workers making a difference as we speak.

    Blue Shield of California has been active in the pandemic fight–from joining forces with California Governor Newsom for a COVID-19 Testing Task Force to waiving fully-insured member out-of-pocket costs, coinsurance, copayments and deductibles for COVID testing and treatment through May 31, 2020, offering virtual care (Teladoc and NurseHelp) at no cost to members through May 31, 2020, and  providing up to $200 million in direct support to healthcare providers and hospitals.

    Credits

    Client Blue Shield of California Agency Butler Shine Stern & Partners (BSSP) John Butler, chief creative officer/chairman; Sinan Dagli, group creative director; Jake Bayhem, strategy director; Lynn Nakamura, art director; Kate Ursu, copywriter; Vince Genovese, executive director of integrated production; Lauren Chatman, associate producer. Production Untethered Content Samuel Bayer, director; Tracie Norfleet, exec producer; Melissa Ross, producer (Melissa Ross & Representatives); Jillian Derenfield, operations director. Postproduction Cleaver Content Jason Apple, editor. Music SOUTH Music

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Video Tags:BSSPButler Shine Stern & PartnersSamuel Bayer



    The Docter Twins Direct Part 2 Of FactSets’ “Not Just The Facts” Comedy Campaign From VSA Partners

    Thursday, November 21, 2024

    FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.

    The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.

    The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.

    The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.

    This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.

    The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More

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