One at Optimus’ team of Mark Pallman and Amanda Speva directed a package of five 30-second spots for healthcare specialist LaGrange-based SPM Marketing & Communications’ and its client, Rush University Medical Center, now airing on all major networks and cable’s Food Network, HGTV, TNT, TBS and Lifetime.
The SPM / Rush and Optimus teams, including Optimus editor Dana Huiras, collaborated from start to finish on the work, focusing on “showing “the impact the diagnoses have on individual patients and their great experienced and sharing of amazing bonds with their doctors and nurses,” says Pallman and Speva, who used an interview-documentary approach to the stories.
In late June, the spots were shot at Rush Medical Center and editorial was completed in early September.
“Every day on the set, at some point, the cast and crew were moved to tears,” says Hiras. “SPM identified what people truly connect to, and approached it in such a graceful and delicate way. It was important to tell the whole story — not just focus on the ailment, but the joy in recovery.”
A long-form, 2.5-minute spot, “Jackie’s Story,” about a breast cancer survivor, showcases on Rush’s YouTube channel.
SPM credits: ECD, Jim Larman; SVP/CD, Shannon Curran; AD, Kairee Head; copywriter, Sara Mersch; producer, Jeff Hoeksema.
One at Optimus credits: EP / managing director, Lisa Masseur; DP, freelancer Drew Wehde and line producer Emma Jubinski (who recently moved to San Francisco).
Optimus credits: EP / managing director Brian Hrastar; editor, Dan Huiras; assistant, Lindsay Rynne; audio engineer, Marina Bacci; assistant, Zach Scheitlin; finish artist, Glen Noren; colorist, Ron Sudul of Nice Shoes.
