“Don’t Delay” – A Weill Cornell Medicine Commercial Video Campaign

Check out Grey Sky Films’ newest commercial video campaign. We collaborated with Weill Cornell Medicine to stress the importance of not delaying the care you need.

 

Creating Content During a Pandemic

During the COVID-19 pandemic, we have been lucky to work with many healthcare institutions, including Weill Cornell Medicine. Over the past 15 months we’ve created a number of video projects for them, including  a video thanking their essential workers, an “Essential Care” online video campaign, and a commercial video campaign to urge patients to make healthcare a priority, called “Don’t Delay”. 

Most of the work we’ve done for Weill Cornell Medicine during the pandemic has consisted of repurposing existing footage we filmed in the past, and creating custom animation. Last September we were able to get back on set and film in person. We filmed their “Don’t Delay” campaign – a series of videos, long and short, stressing the importance of staying on top of routine healthcare appointments. Additionally, they needed a series of videos to demonstrate the safety protocols in place to prevent the spread of COVID-19 in their facilities. It was also important to promote the use of their digital tools and Connect App platform, allowing patients to connect directly with their doctors, from the comfort of their couch. 

Production

We filmed these videos over the course of three days. We filmed one day in a studio, splitting the day in half between the scenarios. For days two and three, we filmed on location at the Weill Cornell Medicine facilities in Manhattan. One scenario was in the Worth Street location while the other was in the William Street location. 

Originally we wanted to film exterior shots of downtown Manhattan on a fourth day. However, the threat of rain pushed us to get creative! In lieu of filming that fourth day, we split our crew in two on the second and third days. First, we filmed everything we needed inside with the actors. Then we split into two slimmed down crews. One crew took the actors outside and filmed the exterior shots, while the other crew stayed behind and completed the interior shots with the world-renowned Weill Cornell Medicine doctors. Fortunately, we are quick on our feet and are always ready for challenges like these!

Streaming Video and Digital Collateral

The first two videos released were :30 commercials being used in OTT (over the top) advertising. You’ll see these spots playing on Netflix or Hulu. They’re also playing on online streaming devices like ROKU, Amazon Fire Stick, and YouTube. The long-form versions of these videos feature an extended look into the lives of the two patients. We will be releasing the long-form videos in early summer.

During the video shoot, we invited a photographer to work alongside us to snap photos. The still-life photos are being used on Weill Cornell Medicine’s website as well as digital magazine publications. They’re also being used to further promote the “Don’t Delay” campaign message in news publications and social media, ie: Twitter posts, Facebook banners and Instagram ads.

Mark Serao

Author Mark Serao

Mark Serao, Co-founder and Director of Production at Grey Sky Films, has had an eye on brand building from an early age. Inspired by the music industry and how record companies use a grassroots marketing strategy to build their artists/brands, Mark set out to apply those same fundamentals to the business community. Since 2001, Grey Sky Films has worked with businesses, both large and small, to increase market share by producing compelling video that evokes emotion and subsequently creates more sales opportunities.

More posts by Mark Serao

Join the discussion 4 Comments

Leave a Reply