ShootersINC and Cooper University Hospital joined forces to create a powerful broadcast campaign featuring TV personality Kelly Ripa that is airing now. Shooters completed production and post production on the four :30 spots, which focus on four service lines, blending the patient-centered atmosphere of the hospital with its cutting-edge technology and the warmth of its doctors, nurses and staff.
ShootersINC, the full-service creative and production house, was careful to maintain the delicate balance between inspiration, information, and patient privacy because of their long relationship with Cooper University Hospital.
I’ve been working with ShootersINC for more than 15 years,” says Jill Sayre Lawlor Vice President Marketing and Community Outreach at Cooper. “So we chose Shooters based on the quality of work they have done on projects in the past, and their understanding of the challenges of filming in a hospital environment.”
With creative by Chapel Hill, NC ad agency, Jennings, ShootersINC shot the campaign over three days throughout the Cooper University Hospital campus, working one day with Ripa. In the spots, Ripa moves through the hospital’s pavilion lobby and stands before a video wall. Images of the hospital, physicians, and medical procedures play on the wall and via splitscreen as Ripa discusses the Heart Institute, Bone & Joint Institute, Cancer Institute and the Ripa Center for Women’s Health & Wellness at Cooper University.
“The agency’s creative focused on the intersection of cutting-edge technology and visceral compassion, and Jill and her team at Cooper helped us pull it all together,” says ShootersINC EP Production Carolyn Jefferson. “Our crew enjoyed the challenge of illustrating that convergence with dynamic footage of state-of-the-art equipment, reenacted surgery scenes and the actual medical professionals who carved out time for us to do this.”
Two additional days of B-roll required that Shooters’ cameras be highly mobile. The production team knew that authenticity was key to translating the benefits of each of Cooper Hospital’s service lines, so they traveled throughout the hospital to document real people helping solve life-threatening issues.
In coordination with the hospital staff, the team filmed Cooper doctors, while footage of actual procedures was simultaneously patched into hospital monitors. Shooters then captured and authenticated these procedures for medical accuracy per each spot. The crew was careful to get the work done while respecting hospital areas where the confidential business of health was concurrently being conducted.
Art direction of the video wall also presented an interesting challenge.
“The positioning of the monitors behind Kelly Ripa— as well as the type of imagery filling them— was crucial to the campaign,” says ShootersINC EP Post Production Mark Reidenauer. “The footage couldn’t have too much motion or be a color or pattern that would draw your eye away from Kelly, however the imagery still needed to communicate the hospital’s message of technology and of caring staff.”
The creative synergy of ShootersINC production and postproduction teams resulted in four seamless :30 spots that perfectly capture the technical expertise and humanity of Cooper University Hospital’s service lines.
Credits
Client:Cooper University Hospital
Agency: Jennings
Procuction: ShootersINC
Director, Mark Claywell; EP Production, Carolyn Jefferson; EP Ppost Production, Mark Reidenauer; Editor, Mark Hutchinson; Compositor, Kevin Fanning; Audio Mix, Mike Taylor
About ShootersINC
ShootersINC (www.shootersinc.com) blends talent, technology and client service to provide a superior level of quality and creativity. Shooters’ client base consists of ad agencies, production companies, filmmakers, television and cable networks, political consultants, PR firms, and corporations. Capabilities include Spirit 2K film transfer w/ Bones data, daVinci 2k Plus w/Colorist Toolbox; Resolve Digital Cinema Suite, six Inferno/Smoke2k suites, nine Avid non-linear edit, four final cut suites, CGI and graphic design, Flame, three surround sound audio suites, audio recording studio, film, HD and video crews and studio. Shooters offers these services in SD, HD, 2K, 4k, RED and Viper. ShootersNYC (www.shootersnyc.com) is the New York division of ShootersINC, a multi-dimensional creative production and post house specializing in editorial, visual effects, graphic design, finishing and audio post for advertising, television, feature film and new media. Shooters Inc. also has a content division, ShootersTV, which produces Food Network’s “Dinner: Impossible” and “Food Feuds”, as well as a visual effects, Digital Intermediate and film finishing division, DIVE (www.divevisual.com).
