This piece is done with natural warm colors to capture the real authenticity of the Heros of our story. We want to convey a feeling of warmth and sincerity. The composition and camera movement is cinematic and somewhat kinetic in style to capture the feeling as if the viewers are actually there. The lens choice is 35mm-50mm to continue that illusion. Also worth noting is the way the shot’s production elements lend themselves to a down-to-earth, authentic feel — as if these were real moments, captured with real people.
We want the viewer to know Dr. Stone is an overcomer of medical setbacks. His personal experience makes him compassionate and empathetic. A burn victim who was not given much hope, he overcame those limited expectations and went on to accomplish above and beyond what anyone imagined. This difficult beginning shaped his desire to minister to others through medicine. The aim is for the prospective client to understand Dr. Stone has strength of character that comes from personal trials, so that he can sincerely help his clients overcome their medical setbacks as well.
We want potential clients to understand Dr. Stone possesses an educational background that uniquely benefits him in the field of hernia and gall bladder surgery. His biomedical engineering degree allowed him to pursue his avid interest in robotics and advanced technology. This engineering background combined with his medical degree from U.T. Southwestern Medical School, as well as his residency in general surgery at Baylor University Medical Center, have pushed him to the forefront of innovation in his field. Dr. Stone is a leading voice in the field of advanced surgical technology and techniques.
Our target market is the self-payer. We want those potential clients to know that Dr. Stone is an out- of-the-boxthinker. He is an entrepreneur who is an advocate for those needing gallbladder or hernia surgery, regardless of insurance type. We want to relate that Dr. Stone is in touch with his patients and their financial situations. He understands the struggles of dealing with insurance and is known for his follow up care and attention to his clients. He truly wants to help return a commonsense approach to the field of medicine.
We want potential patients to feel confident that they are in trustworthy hands, their concerns are understood; they can feel safe. Dr.Stone is a highly skilled surgeon who is truly interested in his patients' overall well-being, and clients can have confidence in his expertise. Through this campaign we hope to impart the message that Dr. Stone sees medicine as ministry. It is his opportunity to meet people in their darkest times. His peace and ability are set on a solid foundation of faith. “I am called to be the best technical surgeon but I am the one operating, not the one healing.”
We want to encourage prospects to call Dr. Stone's office to schedule an appointment. We want them to know that if they are looking for highly-skilled expertise coupled with deep empathy, Dr. Stone's surgical practice is the answer. We want to create a desire in the audience for immediate action.