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The Spaulding team came to us with the idea of somehow incorporating a letter of appreciation from a patient in a video. The author of the letter had spent many years as a child receiving care at Spaulding Rehab and wanted to write in and update the team on her life and how she has grown and thrived thanks to the care she received at Spaulding.
We sat a few members of the care team on a simple set and had them candidly read the letter aloud for the first time. We wanted to capture their raw reactions and see what sort of emotional response we could get from such a heartwarming story. We wanted to showcase how we had created a set in the Spaulding Rehab hospital itself and took inspiration from projects like this that had a similar raw and emotional look and feel.
After the team member had read the letter, they were asked about their initial reactions to the letter and how it represents the impact their team has on patients.
“The Spaulding story is best told through the words of our patients. Messages of gratitude from former patients inspire our team members and reinforce the impact of our work. Hear from a patient who chose to give thanks with a special message”
Capturing all of this footage on set allowed us to work with the Spaulding team and create two separate pieces of content on the same topic: one showcasing the letter and driving home the emotional aspect of the story, and another that focused on the interviews describing the hard work and importance of the care teams at Spaulding.
This gave the Spaulding team two versions to send out and post on different media. One was shared to their social following on LinkedIn and Instagram, and the other was sent out to their donor audience as a more personalized send, and posted to YouTube.
Having the footage and interviews we captured on set is great, but we wanted to have some fun with the broll as a way to make sure we showcased the whole care team. We decided to send a team out into the halls of the hospital to capture more raw reactions to this patient’s letter. This time around, we wanted to grab the members of the team that some people may not think of when they picture a care team, but are just as crucial in the patient’s journey. This included cafeteria workers, front desk attendants, hospital security, and many more.
All in all, we were able to capture a good spread of Spaulding employees to showcase just how big the care team is during a patient’s care journey. Using the heartfelt patient letter as a throughline, we were able to deliver multiple versions of a video that could be shared across different media to their respective audiences. This was a fun project for us that let us stretch our creative branches and try a different kind of visual storytelling.
