This series of commercials for Saint Francis Medical Center in Cape Girardeau, Missouri was a big departure from other recent campaigns. It focused heavily on storytelling and provoking an emotional response through a simple narrative and striking visuals. Filmed by Robb Fischer with a Canon EOS 5D Mark II. Written and directed by David Haznaw and produced by Jim Stiener in collaboration with The Roberts Group in Waukesha, Wisconsin. Editing was done in Final Cut Pro and graphics were done in Adobe After Effects.