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Crafting authentic, documentary-style storytelling for a national healthcare brand through compassionate production and cinematic execution.
Abbott partnered with New Revolution Media to produce a national video marketing series for Abbott’s Heartmates program. The goal was to create authentic, emotionally engaging content that felt more like a documentary than a traditional commercial.
The production required traveling over 200 miles to film on location with a real patient whose story was at the heart of the campaign. Since the subject was not a professional actor, one of the key challenges was making him comfortable enough to share his story naturally while maintaining the cinematic quality and professionalism expected from a major brand campaign.
New Revolution Media handled every aspect of production and post-production, providing both photo and video assets for the Heartmates campaign.Our approach focused on authenticity and empathy, shaping the story around the patient’s real experiences while ensuring the visual and emotional tone matched the Abbott brand. The production process included:
Collaborating closely with Dola Media to align the creative direction with the broader marketing strategy for Abbott.
The shoot was designed to feel natural and personal. Our crew worked carefully to build trust with the subject, creating a comfortable environment that allowed for genuine storytelling.
We combined intimate interviews with cinematic visuals to produce a piece that balanced authenticity and production quality. The end result was a video and photo series that told a powerful real-life story while reinforcing the compassion and credibility of the Abbott Heartmates brand.
The Heartmates Campaign was launched nationwide and quickly became one of Abbott’s most popular and impactful pieces of content.
Key Outcomes:
Strengthened partnerships with Dola Media and the Abbott marketing team, setting the foundation for future collaborations.
