Brand Photography Library

The Christ Hospital Health Network underwent a massive rebranding effort that required more than just a new campaign. It required a refresh of their brand, system-wide, which included a new brand photography library of images that could be used in marketing efforts, both internal and external. This was no small task, and it involved an incredible amount of coordination to bring it all together, shooting both lifestyle and clinical photography that not only represented the new brand, but also could remain current for years to come. This was one of my favorite projects, because the result reflected the effort of a multidisciplinary team of photographers, stylists, brand managers and creative thinkers who all worked together to bring a vision to life. (Plus, we spent nearly two weeks together shooting, which forged new and lasting friendships.)

My role was to concept the approach for the entire shoot and provide reative direction throughout the shoot, from determining scenarios, to characters + key players, location + props review, casting, wardrobe + edit. All images shot by Todd Joyce, joycephotography.com.



Everyday Victories TV Series // 2013

This fun, lively + engaging TV series was designed so that these :15 spots — which highlighted the hospitals key service lines — could bookend commercial breaks for maximum impact. The :15 spots were also ideal for use with web + social. These spots continued to build on the Everyday Victories story we began telling five years ago, while evolving the look, feel + personality of the St. Mary's brand. 

My role was to concept, pitch, write, design, develop + produce these spots, from initial concept, to overseeing the still photography, shot in studio, to directing the post-production of the spots with the animation house, which included working with a composer to find the perfect music for these spots — tracks that carried the same recognizable theme, but provided variety to avoid wear-out with the repetition with which the spots would be seen. 
 

The result was a campaign I'm very proud of — a campaign which required an innovative approach to production to keep costs manageable.

 

Serious Healthcare Brainpower // 2012

A small budget doesn't have to limit the creative mind. Check out this fun self-promo developed for Ten Adams.

My role: concept, storyboarding, copywriting, video research, selecting videos + imagery, creative direction of required shots needed for video, VO auditions, negotiations + record, music negotiations + edit, direction of production with team.

Banners // The Christ Hospital Health Network

When does a hospital become more than a hospital? When it understands the nation's best care extends well beyond just a 'place'. A superior place for healthcare is about a vast network of physicians and staff working together to make healthcare better. It's about making exceptional health attainable for patients.

My role: Concept, pitch, development, production, vendor bid package + selection, estimates, working with production company and VFX company to execute idea, storyboarding, copywriting, working with location scout to find perfect spots on-location in Cincinnati, casting, wardrobe + prop direction, VO selection + directing VO session, music research + selection, as well as on-site creative direction + post-production creative direction.  

Want to take a trip behind-the-scenes? Check out my 'making of' blog post for Ten Adams here.

Marjorie // The Christ Hospital Health Network

With more than 100 locations The Christ Hospital Health Network is Caring Above All — All Around You.

My role: Concept, pitch, bid package development, led the vendor selection process + estimates (production + VFX), vendor award, storyboarding, copywriting, casting, wardrobe + prop selection, pre-production with production company and location scout, VO selection + directing VO session, music research + selection, on-site creative direction + post-production creative direction with VFX company. 

Take a peek behind the scenes — check out my blog post for Ten Adams here.

Doctors // The Christ Hospital Physicians

With over 1,000 physicians bringing better health to more people throughout Greater Cincinnati, changes are, a Christ Hospital Physician is everywhere you are.

My role: Concept, pitch, bid package development, led the vendor selection process + estimates (production + VFX), vendor award, storyboarding, copywriting, casting, wardrobe + prop selection, pre-production with production company and location scout, VO selection + directing VO session, music research + selection, on-site creative direction + post-production creative direction with VFX company. 

Take a peek behind the scenes — check out my blog post for Ten Adams here.

Orthopaedics // Witham Health Services

After the success of their fun + interactive women's campaign, Witham Health Services asked us to develop an orthopaedics campaign with the same look + feel.

Using the signature stop motion animation + kinetic type formula, we developed a :30 TV spot and once again recorded video of our testimonial patients and physicians telling their side of the story.

My role: concept, pitch, storyboarding, copywriting, vendor bid package, estimates + selection, patient interviews prior to shoot, wardrobe + prop direction, pre-production, schedule development, development of interview questions for video, creative direction on-location, which included both still photography for print + TV execution + video production, including conducting the interviews, VO auditions + direction of VO session, music research + selection, post-production with both still photographer, animation house + video production company.

Spine Superdad + Candy Hearts // The Christ Hospital

We had great fun with our service line campaign for The Christ Hospital. Designed to stand out in the crowded (and similar) marketplace, this campaign used bright colors + fun stop-motion animation to tout service lines, including spine  + heart services.

My role: concept, pitch, storyboarding, copywriting, vendor bid package, selection + estimates, pre-production, on-set creative direction, prop + wardrobe direction, VO selection + directing recording session, music research + selection, post-production creative direction. 

Lifeline Series // St. Margaret Mercy

A lifeline for the community. We developed an umbrella image campaign that touted the impressive service lines of St. Margaret Mercy Healthcare Centers and included a package of one :30 TV spot and four :15 spots. 

My role: Concept, storyboarding, copywriting, sample illustrations for animation house, pre-production, vendor bid package + selection, estimates, VO selection + directed recording session, research + music selection creative direction of production and edit with animation house.

Laura + Kathy + Christine // Witham Health Services

A fun little series developed for Witham Health Services to cross-sell women's services with other services at this great little hospital. Television + video were components of a larger campaign (see portfolio) that included the use of QR codes to direct users to MyWitham.com (routed to Witham's YouTube channel) so they could see more of the story (the videos).

My role: concept, pitch, storyboarding, copywriting, vendor bid package, estimates + selection, patient interviews prior to shoot, wardrobe + prop direction, pre-production, schedule development, development of interview questions for video, creative direction on-location, which included both still photography for print + TV execution + video production, including conducting the interviews, VO auditions + direction of VO session, music research + selection, post-production with both still photographer, animation house + video production company.

Victories + Fears // St. Mary's

The best creative is creative based on solid strategy. After taking part in extensive research to define the St. Mary's experience, we developed an image campaign that helped define that experience with consumers. After developing seven concepts, testing three and narrowing it down to one for production, we developed this award-winning campaign, which killed it in the awards circuit, even earning us Best of Show and/or Judges Choices with two different awards shows.

My role: development of research stimulus, development of creative strategy brief and positioning,   concepting + writing for seven themes, concepting + developing "Everyday Victories" themeline, narrowed down to one concept, refinement of creative for testing, development of full storyboards + copywriting for selected spot, pre-production, casting, wardrobe + talent direction, on-location creative direction, scheduling development, VO selection + recording session direction, music research + selection, post-production + edit direction.