Big River just finished production on a new TV spot for Anthem’s sponsorship of free clinics in Virginia (see OUR WORK). “We wanted simple but visually stunning, somber images to tell this story about people in need and those who help them.” said Big River creative director Terry Taylor. “This is not a commercial about a small thing. This is a story about lives in the balance. We wanted the sweep and scope to convey the feeling that sometimes people are put in a place
where they need help.”
Sunny Zhao of Dreams Factory, who directed the TV spot, knew exactly how to accomplish this look. “To get what Terry had in his head on film, we shot with a rare type of film and a lens package that is seldom used for commercials.” said Sunny. The result is stark yet beautiful. Rich yet sparce. The massive landscapes and space around the people tell a powerful story about their lives.” Scott Whitthaus edited the spot at Greybox and Jeff McManus at Rainmaker did the sound
and original music.
Anthem has chosen free clinics as one of it’s major support efforts in the community. “More than a million Virginians have no health insurance. That’s simply unacceptible. Anthem is doing all we can to support those people. Many are hard working folks who’ve had a tough break in life. We invest in our community by supporting Virginia’s free clinics.” said Tom Byrd, president of Anthem. Stacey Brinkley, Anthem’s marketing director said, “This is a total effort by Anthem. Not only do we provide funds for free clinics, many Anthem employees volunteer there as well. We put our heart and our money back into our communities.”
Mark Cruise, director of the Virginia Association of Free Clinics said, “Free clinics are not a stop-gap measure anymore. They are a critical daily health care system for people who have nowhere else to turn. Anthem has big a huge supporter of our work for many years. And this great spot from Big River will help us get the message out there.”
Big River, working with their internet guru, Chris Hull, has also completely redone the Virginia Association of Free Clinics website. Check it out at vafreeclinics.org. We urge you to help by donating time or money to this great organization that is making Virginia a leader in health care for those who can’t afford it.
Big River also donated time to develop the Free Clinics brand strategy.
