A new Sutter Health spot, "Resilient," via agency barrettSF and directed by Plummer/Strauss aims to ease patients back into the doctor's office. "We humans are resilient," commences the 30-second ad, as scenes unfold of people moving on with life after surgery, refreshing themselves in nature, and even entering the world. It goes on to remind us that we're vulnerable, too, explaining "At Sutter, we see you as the sometimes vulnerable, always resilient person you are—it's helping every human, every way we can.”
Sutter Health is a dedicated network of healthcare professionals across Northern California, and they provide care to millions. While every person is unique, there is a universal truth that regardless of the circumstances, everyone is both vulnerable and resilient in many ways. In the :30 and two :15-second spots, Sutter Health and barrettSF explored that idea further and found there was real value in talking about something that doesn’t gloss over the fact that humanity is fascinating, something to be acknowledged and celebrated.
"There's an elephant in the room right now, and it's vulnerability. People aren't sure what to believe, or who to believe. It takes leadership and courage for Sutter to speak to that vulnerability that so many of us feel” said Jamie Barrett, barrettSF Founder/Executive Creative Director.
Getting close up and personal was the guiding force behind the production approach by directing duo Plummer/Strauss who worked side-by-side with the agency early on to design how most effectively to impart a diverse expression of resilience in the face of many life experiences. With two days, two locations and a small crew, the team used tight shots and expressive framing to provide an intimate vantage point on how quality care supports positive momentum.
“We thought the timeline and budget would require a mix of live action and stock, but our director team of Plummer/Strauss came up with an ambitious way to shoot everything. And the end product is anything but scrappy,” notes barrettSF Creative Director Aryan Aminzadeh. “In fact, they made the ordinary seem extraordinary with how beautifully they captured everyday moments of human resilience and fragility.
MUAHS Awards Unveils New Award Category For Theatrical Productions
The Make-Up Artists & Hair Stylists Guild (MUAHS) IATSE Local 706 will debut the highly anticipated new award category, Broadway International, to their awards ceremony on Saturday, February 15, 2025, at the Fairmont Century Plaza Hotel, presented by Giovanni Eco Chic Beauty. The new category will expand the recognition of outstanding Make-Up and Hair Styling Artists to encompass all live theater productions, including Broadway International live productions. With the addition of Broadway International, the ceremony will now shine a spotlight on beloved theatrical productions from around the world, recognizing the hard work and creativity of Make-Up Artists and Hair Stylists in this genre. The MUAHS Guild Awards also honor Make-Up Artists and Hair Stylists in motion pictures, television, commercials, and music videos in 23 categories. “We are so pleased to announce the addition of the Broadway and International Live Theater Production category. The MUAHS Guild Awards are now all-inclusive and participation is worldwide for film, television, and theater. We are very proud to be one of the very few awards shows that recognize the extraordinary work of Make-Up Artists and Hair Stylists in theater productions,” said Julie Socash, President, MUAHS, IATSE Local 706. “I couldn’t be more excited to learn of the addition of the Broadway and International Live Theater Production category to the Make-Up Artists and Hair Stylists Guild Awards. I look forward to these amazingly talented artisans from the theatrical world receiving recognition for their hard work, expertise, and dedication to their crafts,” said Angela L. Johnson, President, Make-Up and Hair Stylists, IATSE Local 798. The qualifications for Outstanding Make-Up... Read More