Portfolio: Not Just a Hospital | LAI Video

Not Just a Hospital

We had the privilege to partner with MedStar NRH on a series of identity videos that reintroduced the nationally-acclaimed rehabilitation network under the MedStar brand. Putting the talented staff and state-of-the-art facilities front and center, the videos serve as the definitive calling card for families in the mid-Atlantic region looking for quality patient care.

Rehabilitating an Identity

From treating neural-based trauma to sports medicine, MedStar NRH has grown to service the entire spectrum of rehabilitation needs. The network is as massive as it is intimate, and we knew that we wanted to show off as many individual facilities while creating a sense of welcoming and warmth. Tori coordinated a multi-location shoot that took the crew to NRH’s flagship site and brand new Lafayette Centre. Favata, Phil and Jun supplemented natural light with soothing, cinematic b-roll. Everything from the demeanor of the staff’s delivery to the constant, slow slider movement of the camera evoked a sense of calm — an invitation for prospective patients to feel comfortable placing their health in NRH’s very capable hands.

Poised for More

“Not Just a Hospital” will become the keystone branding piece for MedStar NRH as other promos, vignettes and marketing materials will tell more specific stories. From our initial site-visits, we’ll also focus on talent recruitment (attracting top physicians to the NRH family) and sports medicine (promoting NRH’s popular outpatient service). After establishing the “what” and “where” and a bit of the “why,” we’ll pivot to the “who” — addressing the emotional patient case studies that came from powerful NRH experiences.