11.17.09

Kaiser Permanente "Emerald Cities" spot

TV/Radio Commercials, Consumer

By completely converting to electronic records, Kaiser Permanente now has a wealth of meaningful data to help doctors treat, predict and prevent disease. The beauty of a paperless world runs deep and ad agency Campbell-Ewald, Los Angeles had a compelling story to tell. This latest spot (shown is the director's cut) from Biscuit Filmworks promotes Kaiser Permanente's paperless medical records. To capture old growth trees in the midst of a city practical prop tree trunks were shot, for position and timing in live action plates, along with elaborate miniature trees for wider scenes. Aerials were shot in Northern California, along with other tree plates as the basis for hundreds of matte-painted trees. A seamless composite of all of the elements—aerial shots, live action plates, miniatures, digital assets and matte paintings—create a believable and organic world.

Chip Kettering, Campbell-Ewald Los Angeles, art director/senior vice president; John Dolab, Campbell-Ewald Los Angeles, writer/senior vice president; Mike Conboy, Campbell-Ewald Los Angeles/Neville Anderson, Campbell-Ewald Los Angeles, creative directors; Mark Simon, Campbell-Ewald Los Angeles, executive creative director; Bill Ludwig, Campbell-Ewald Los Angeles, chief creative officer; Noam Murro, Biscuit Filmworks, director; Toby Irwin, Biscuit Filmworks, director of photography; John Haggerty, Campbell-Ewald Los Angeles, agency producer; Jay Veal, Biscuit Filmworks, line producer; Colleen O’Donnell, Biscuit Filmworks, executive producer; Nerissa Kavanagh, Animal Logic, executive producer visual effects; Shawn Lacy, Biscuit Filmworks, senior executive producer; Robert Duffy, Spot Welders, editor; Claude Debussey, Nylon Studios, music.

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