Charlotte Radiology challenged us with creating a :30 spot that educated the public on Charlotte Radiology in general terms—tough to accomplish for a group as highly specialized as Charlotte Radiology.
Creatively, we chose the theme “closer” to show the nature of radiology work—taking a deeper, closer look to find a diagnosis. We were able to keep costs down by using still photography instead of shooting video, and we opted for quick movement between photos to parallel Charlotte Radiology’s fast-paced environment. We also chose to use wide shots taken quickly to close-ups to illustrate the precision with which radiologists must work.
