Moving Medicine forward

TV:60 - Director's treatment

Written by: Taylor Robinson

First things first, thank you guys so much for giving me the opportunity to put my spin on this.


You're creative is already very strong (you knew that already), and I think if we partner up for this project we can create something special for your client.

Below you'll find my "treatment" for your MOVING MEDICINE FORWARD 60 second TV campaign. FYI, all of my ideas are built off of the boards Andy sent over early in March. (Download it here.)


In my opinion, the general public has come to expect a few things from hospital commercials:

  • Long drawn out dolly shots

  • Scenes that are lit like 90s music videos, with TONS of back light

  • Overly serious looking talent (usually with their arms crossed holding a pair of glasses)

  • Over cranked footage (slo-mo)

  • An epic, classical score

Now, don't get me wrong, I've shot my share of this style AND I think in the right circumstances, this kind of content hits the bulls-eye. 

However, with the creative you guys have already laid down, this spot is a great opportunity for us to mix it up a little. 

My vision would be for us to do something that looks more organic. With good sequencing through out. We'd accomplish this with elements like this:

  • Hand held camera

  • Simple lighting schemes that look beautiful but aren't too stylized

  • We'll fight hard to make the blocking/action as regular as possible for our talent. We want it to look real. 

  • Shooting a buttery 24 frames a second and using natural sound

  • Sequencing through-out each scene so that our audience can feel like they know what's going on in every scene...

  • A simple building score that helps us move the action along

A spot like this will have a fresh feel to it, and that will ultimately pair nicely with the fact that you guys are introducing an all new branding campaign.


Plus, a spot like this will give the people and places at UAB Hospital tons of tons of movement and energy, which will work nicely with your new slogan "Moving Medicine Forward." 

Lastly, shooting in a style like this will allow us move faster, capture more, and get everything we need within the budget and time constraints we are facing. 


If you like this approach, here are a few things you can expect from a production like this: 



    • We'll have to spend some pre-pro time scouting to make sure we know where we want each of our locations to be. With a style like this, picking the perfect locale is just as important as having all the gear and people there to make it look "good."

    • For each of our scenes we'll want to set-up action for all of our talent to be doing. The traditional advertising approach of making someone look cool in a cool location won't cut it with this style. They've got to have something to do, that shows them in a very professional light. (They'll look cool, I promise...but they need more to do other than walking around or pointing at something off screen.)


    • By the time our shoot day get's here, we should be ready to rock-n-roll. If we move fast, we can get 4 set-ups a day, for 2 full days giving us a grand total of 8 different scenes to work with in post. 

    • For each scene I'll want to cut it up into quite a few different camera angles. Closes, wides, extreme closeups, abstract details. All of our shots would still focus around the same action, and give our editor a ton to work with while sequencing out the scenes. 

    • I'd also love for you guys to consider finishing this spot in 2.35:1 (Super wide Screen Cinemascope) the YM360 spot referenced below). This wideness would give for a much more cinematic feel and add to the "freshness." 

Some examples

Shooting in this style, is something that we've somewhat perfected in the last few years. Here's a good example of what I'm talking about.

We created this piece for a local ministry organization. It's VERY similar from a style stand-point to what I'm pitching you here.


  • 2.35:1 Widescreen Cinemascope

  • All handheld camera work

  • Natural Sound Design throughout 

Now, to prove that we know our way around a hospital shoot, here are a few for you to see that are much more traditional.

This is a piece that we created for Samford's McWhorter School of Pharmacy. 

This on is 100% live action, full script, every angle meticulously planned before we shot.

And how about a throwback? Here's a black and white spot I directed for Cooper Green a few years back that's always had a special spot in my heart...

Thanks for your time

Again, thanks so much for allowing us (me) the opportunity to really dive in and think through all of this with/for you. Our team really loves working with your team, and I hope you guys feel the same. 


I am certian that we can assemble the perfect team of creative professionals to knock this spot out of the park for you. If you have any questions about what I've written here, please don't hesitate to ask. 


Lastly, if you don't think this style/vision of what I've pitched is a good fit for this spot...we're absolutely capable of doing something different. Just let me know and I'll call an audible on the treatment and get it back to you. 


Thanks, and please let us know if you have any questions. 


Thanks again,







Taylor Robinson



Audra Whaley