Twin Cities Orthopedics, one of the largest orthopedic practices in the country, was opening new facilities and wanted increased awareness and visibility in the face of local competition. We developed an integrated campaign focused on key audience groups: student athletes, weekend warriors, and active seniors.
The campaign ran throughout the year on TV, radio, outdoor, social, digital and print channels. Each of the four :15 TV spots tell a complete story of injury to recovery. They were used as part of a modular approach, running two back-to-back to create an assortment of engaging :30 TV spots.
I concepted the work in partnership with a writer, then directed the still and motion location shooting, with oversight of editing and production of all campaign assets.