First off, thanks for giving us a seat at the table for this conversation.

The creative on this is excellent for this campaign, and we absolutely have the experience and expertise to knock it out of the park.

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Here are the things I see in the creative that are important to keep in mind for production.

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• We're working with real people, not actors. We have to make them look like rock-stars, and that begins and ends with their experience on set. This cannot be overstressed. We excel at making the "process" as awesome as the finished product for everyone involved. 

• The all-white studio setting (handled correctly) is a fantastic choice. All-white allows us to make each moment as dramatic as we wish, really focus the viewers attention where we want it, and visually set these spots apart from what viewers are used to with "healthcare spots."

• Since the set will be minimal, art-direction will be key. Since we're leaving so much of what viewers expect to see out...it only makes what we do leave in more important. We'll pay very close attention to every non-human element that will be on screen. 

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Here's some work we've done in the past that shows off our abilities to execute this creative well.