Always Looking Ahead

Centegra Health System was expanding, with a new hospital in a new market.

DIAGNOSIS

They wanted a TV campaign that could announce the new facility, build anticipation and solidify brand preference to ensure high patent-volumes from the day the hospital opened.

But with the hospital still under construction, how could we show the state-of-the-art facility—without having one to film?

PRESCRIPTION

We partnered with leading special effects artist Mark Lambert, known for his work on Harry Potter, Polar Express and the popular TV series Mercy Street.

Using CGI techniques to bring Centegra’s vision to life, we turned the construction site into a canvas—digitally projecting footage of what the hospital would look like upon completion.

By combining real construction footage with leading production techniques, our audience didn’t have to imagine the new facility. They could see it.

RESULT

Three :30 second spots showed the hospital’s progress and built anticipation in the new market.

More importantly, the campaign paved the way for a successful grand opening, and proved that Hollywood endings aren’t just for the movies.

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