The eyes have it Seeing is believing Adding a character to the storyboards gives viewers a point of connection with this commercial.

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If you find yourself with chest pains and shortness of breath in central Illinois, Carle Foundation Hospital is where you want to be. Carle's staff and facilities are second to none in the region, and this spot shows its state-of-the-art Cardiac Catherization Lab in action.

But rather than just showing off the impressive hardware, Angle Park convinced Carle to provide a point of human connection in the spot. By adding a carefully cast patient to the storyboards, the viewer is given a point of connection. This was a subtle change, but provided a different focus to the spot than just fancy hardware. It wasn't necessary to show a dramatic emotional shift, but we felt that the viewer needed to see the patient take a journey from worry to relief, even if that transition was very subtle.

Phil produced. Martin directed and edited the spot, which was shot on 35mm film.

The artist in his studio.



The payoff look.



Millions of dollars in medical equipment is only secondary.