Deutsch New York created a “New Way to Well” campaign for VillageMD, a national provider of value-based primary care services, which included this spot titled “Factory” in which a doctor is literally whisked away in the midst of treating a patient, The commercial depicts a broken healthcare system–taking the form of a complex automated assembly line where patients don’t get the time and attention they deserve. VillageMD is then positioned as driving much needed change which keeps doctor and patient together, communicating and building a relationship.
Patrick Daughters of Anonymous Content directed the VillageMD package of spots, including “Factory," with Artjail serving as VFX house.
Credits
Client VillageMD Agency Deutsch New York Samira Ansari, chief creative officer; Jeff Kopay, Craig Feigen, Adam Glickman, Matt Vescovo, Scott Kaplan, creative directors; Liz Gumbinner, EVP, executive creative director; Melatan Riden, EVP, head of art & design; Alexandre Correa, design director; Joyce Shi, Limber Zhang, designers; Miriam Franklin, EVP, head of integrated production; Gillian Burkley, sr. producer; Matt Onorato, digital producer. Production Anonymous Content Patrick Daughters, director; SueEllen Claire, exec producer; James Waters, line producer. Production Services Division Films Viktor Mara, line producer. Editorial Final Cut JD Smyth, editor; Maria Cunningham, assistant editor; Laura Mirabell, exec producer; Sarah Roebuck, managing director. Telecine Trafik Mark Gethin, colorist. VFX ArtJail John Skeffington, managing director/exec producer/partner; Elizabeth Thuvanuti Keating, head of production, NY & L.A.; Adriana Wong, sr. producer; Andreina Villabon, production assistant; Steve Mottershead, founder/executive creative director/shoot supervisor; JD Yepes, head of 2D, partner/VFX lead/shoot supervisor; Jackie Liao, head of 3D; Dayung Jo, Wes Cronk, 2D artists; Todd herman, Mark Ingle, Cody Chen, Emily Irish, 3D artists; Darren Chang, previz; James Healey, concept design; DJ Miranda, U.S. sr. data tech, NY & L.A.; Stephen Ramnarine, data tech. (Toolbox: Nuke, Maya, Houdini, Flame) Music JSM Joel Simon, CEO/CCO/co-composer; Nathan Kil, co-composer; Jeff Fiorello, VP/exec producer; Norm Felker, Andrew Manning, sr. producers; Sharon Cha, producer. Audio Post Heard City Phil Loeb, partner, sound designer & mixer; Gloria Pitagorsky, partner/managing director; Liana Rosenberg, producer.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
