WVU Healthcare is West Virginia's largest medical center. The facility is also a teaching hospital for hundreds of West Virginia University medical students.
My assignment for this commercial campaign was to capture the thoughts and stories of several doctors and real-life patients. No actors were to be used. The marketing team wanted to show some technology, but humanity would be the primary focus.
Working with WVUH's creative marketing team of Heidi Specht and Jay Coughlin, I scouted dozens of locations around the hospital complex. In the "real world" of tight budget production, extensive pre-production and logistics play a key role. You'd like to shoot dozens of scenes and angles, but you only have a couple 12 hour days. I needed to spend the time shooting rather than moving from location to location.
Putting together a "doable" shoot schedule is the responsibility of my producer and production coordinator, Judy Gurchak. While the crew was moving equipment from one sync-sound setup to another, I was shooting hand-held footage in operating rooms during actual surgery.
I shot all the sync-sound talent scenes with my Canon 5Dmk3. It's shallow depth-of-field separated speaking doctors and patients from busy backgrounds. I used a Panasonic GH2 with high-speed Canon FD series lenses for rapid, "B-roll" cutaways. I also employed a GoPro Hero2 HD camera for the exterior time-lapse scenes of the hospital. Pittsburgh's Jay Green of Big Science Music created the original music and mixed the spot.
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