HYPOTHESIS: ANTI-IMPOSSIBLE MIA
SCOPE
Full Service Production, Real People Casting, Scripting, Film Direction, Photography
BRIEF
The second installment of our 360º motion and stills campaign for Hypothesis Scrubs. The Anti-Impossible campaign seeks to introduce Hypothesis at scale and anchor its reputation as an emerging leader in the medical apparel space.
OUR APPROACH
Building off the strength of our Anti-Impossible NYC campaign, the Miami edition would need to capture the same inspiring resilience of the medical community while raising the stakes to continue building momentum for the brand, and simultaneously capturing the idiosyncratic spirit of Miami. This campaign centers around real medical professionals and their stories, and so our process always begins with real-people casting. As we interviewed dozens of potential subjects, the embodiment of Miami as a place of tenacity and new beginnings began to take shape, one we sought to capture in each deliverable.
Working closely with the Hypothesis creative team for several months, we brought the Anti-Impossible spirit to life with a full suite of campaign photography and a total of 36 motion assets ranging from short-form social optimized hits to longer storytelling engineered for Youtube.
CREDITS
Campaign Heroes
Dr. Danielle Ward
Dr. Ingrid Paredes
Nurse Hensley Babb
Crew
Director/CD: Ginger Boyd
Photographer/CD: Naohmi Monroe
DP: Diana Matos
Producer: Nicole Solis-Sison
1st AC: Tati Haack
Gaffer: Elevate Grip & Lighting, Ariel Ramon
Grip: Roly Diaz
Grip: David Mayea
DIT: Eric Lauer
HMU: Francis Suarez
Stylist: Lina Rodriguez
Set Design: Gabriel Duque
Set Design Assist: Gabriel Barreto
Production Assist: Carlos Alfageme
Production Assist: Brian Valencia
Edit: Nick Manser
Sound Mix: Omar Gonzalez
Color: Nathaniel Regier
Production Company: Amiga Studio
EP: Naohmi Monroe, Ginger Boyd