A massive campaign of 12 unscripted TV, cable and internet spots for insurance provider Network Health Wisconsin (NHW) was edited by boutique post house Hootenanny’s www.hootenanny.tv.
Graham Metzger who also served as creative director while also helming the project’s graphics and design elements.
The campaign of 30- and 90-second spots were created by NHW’s Chicago-based AE Marketing Group and written by AE CEO Brian Walker. Madison-based ProVideo & Film was the production company.
The campaign highlights the human side of health insurance by showcasing actual Network Health associates sharing personal stories of how their beliefs fold into their work lives, making the employees the unique focus of the brand.
“Graham and I worked together to share personal stories in a way that was respectful, but genuine,” Walker explains. “So many brands talk about storytelling, but you won’t see a similar campaign in healthcare.”
Walker was adamant that nothing was scripted; rather, the team followed and observed employees outside of work, asked questions and listened, resulting in a tremendous amount of documentary footage from over 19 days of shooting in Appleton, Milwaukee and Menasha where NHW is headquartered.
The campaign was two-and-and-half months in production and finish, wrapping in late August. The TV spots are now airing throughout Wisconsin.
“This was a really edit-intensive project,” says Metzger. “Network Health gave us complete autonomy, so we went through the vast library of footage to find and shape the best material. In the end we found some really touching stories.”
Metzger has worked on Network Health since 2012, editing, designing, and sometimes directing four prior broadcast packages, plus additional digital content.
ProVideo & Film’s Matt Cowden produced and Matt Palzkill of Madison was DP. Don Avila was Hootenanny’s executive producer, Samm Smith associate producer. Original music was composed by Devin Delaney of Noise Floor. Sound design and mix by Hoffman sound; color by Nolo Digital Film.
Metzger is a part of Hootenanny’s creative editorial staff, alongside editors Liz Tate, Sean Halvorsen and Hannah Stephans.
