Kettering Health Network - Together

Story

I love the transitions concept of this commercial. The theme of Together is so relevant to what we are experiencing in the world right now. I love the simplified voice over and visuals that John came back with in the updated boards. The story is tighter and more concise.

The key to communicating the theme of togetherness, in my opinion, is the highest priority. I believe the transitions will play a big part in this by taking our audience through a day in the life of Kettering during the new reality of COVID-19. They will be the thread that keeps the audience engaged in the story line.

I think another connecting element we could explore is dialogue. It might be cool to use lines from each scene as a connection. Maybe the father in the first scene says something to his son that the doctor in the next scene can repeat. Or maybe some parts of the lines are reused. This would reemphasize the connection not only between scenes but the theme of together. I’d love to help brainstorm dialogue that could help strengthen transitions.

There's also real potential to creating some intentional moments in each of the scenes. We want people to not only see the theme, but to experience the feel of Together.

For example, in the first scene as the father and son work together on the motorcycle maybe the teenage son reacts to his father's advice with a partial eye roll, and his father responds with a smile understanding he may be a bit overprotective..

These moments really get me excited. It's the part of storytelling that can really draw in an audience and create an emotional response. I know in working together we could dig in and create some magical moments on screen.

There’s also a really great subtext happening in this scene as well. it’s an iconic image that can symbolize maintaining quality of life. The middle age father is showing his son why it’s important to maintain something that ages so the quality can last. In the same way he’s doing this with his own health by seeing a doctor on a regular basis. It’s this type of subtext that creates depth for our characters. It speaks to the every day moments and this parallels what we want to the audience to know. Kettering Health is open and ready for them everyday when needed.

Transitions

The biggest challenge with the transitions is making sure our audience knows we are moving characters from one scene to the next. It’s vital we come up with creative ways to move scene to scene without confusing the audience. Transitioning using inanimate objects will be easier, but the transitions with people will be a special challenge.

Some of these transitions can be made simply through framing and others through the use of camera movement.

The LOOK

I want to really keep the look and feel clean with plenty of contrast. See the reference images below. I think this feel will match the intimate tone of the theme.

Background

I really look forward to working with John on this project. I had a blast collaborating with him last year on the Children’s Hospital project. I love the message of Together, and I think it’s so relevant to our current times. We need to be reassured that we can work together in all things including health care. Let’s do this!