Directing duo Plummer/Strauss aims to ease patients back into the doctor's office in this campaign for Sutter Health by barrettSF.
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.”
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.
SPW Credits
Client: Sutter Health Vice President, Marketing: Jim Macksood, Senior Director of Customer Segment Marketing: Alfred Wang, Director of Customer Segment Marketing: Sapna Parekh, Vice President, Field Marketing: Tracy Murphy, Interim Director of Segment Marketing: Theresa Massie, Vice President, Marketing Research: Jess Lillie, Senior Director, Platform Management and Marketing Technology: Chris Lange
Agency: barrettSF Chief Creative Officer: Jamie Barrett, Creative Director: Aryan Aminzadeh, Associate Creative Director: Brad Kayal, Art Director: Caylee Hubert, Copywriter: Christian Zerbel, ACD/Designer: Carolina Penner, HOP: Conor Duignan, Broadcast Producer: Davielle Boon, Print Producer: Britt Gardner, Head of Accounts: Robert Woods, Account Director: Lyndsey Dorian, Account Manager: Alliya Brisco
Production Company: kaboom productions Director Duo: Plummer/Strauss, EP/Founder: Lauren Schwartz, HOP: Steven Sills, DP: Spenser Nottage
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’
Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own.
Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.”
Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More
