Director: Jonathan Nowak
Agency: 3 Advertising, Albuquerque, NM
Creative Director / Partner Sam Maclay
Senior Writer Jason Rohrer
Art Director Zak Rutledge
Strategic Director / Partner Chris Moore
Account Manager Vi Nguyen
Production: 8th Street
Director Jonathan Nowak
Executive Producer Steve DeVore
Producer Maria Carrera
Editorial: ditch, Minneapolis, MN
Sr. Producer Leah Rodgers
Creative Editor Brody Howard
Colorist/VFX Artist Matt Collings
3 Advertising and 8th Street Productions have produced two compelling new campaigns for New Mexico-based Presbyterian Health Plan and Presbyterian Healthcare Services. The campaigns highlight interactive Video Visits, health plans for seniors, and secure, online access to health information. Six spots to air on local New Mexico TV networks focus on Video Visits, and three additional spots highlighting overall Presbyterian offerings to screen in Albuquerque-area cinemas, were executed by 8th Street Productions Director Jonathan Nowak.
The Video Visits TV campaign uses a simple set up, where a symptom is shown, a humorous “non-solution” idea is imagined, followed by the practical solution of using mobile device or computer to talk to a doctor (links to three spots below).
In the Cinema spots, which cover a range of offerings, the premise is that the healthcare provider can help take the drama out of healthcare (links to three spots below).
“We developed lighter-toned broadcast spots to show when and how a person should use Video Visits,” said 3 Advertising Creative Director Sam Maclay, “And the cinema spots were designed to be more entertainment-oriented, given the captive nature of theater audiences who are waiting for their movie to begin.”
The compelling theater spots draw on Nowak’s cinematic sensibilities and portray his clever and offbeat signature style. Timing and performance are also key.
“The misdirection of each scenario was a bit tricky to dial-in as we wanted audiences to believe they’re watching an actual film,” adds Nowak. “Working with the talent on these was an absolute blast as we had to focus on creating emotional situations that could shift into the comedy realm.“
(links to Cinema spots)
(links to Video Visit spots)