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barrettSF and Sutter Health Demonstrate ‘Resilient’ in New Campaign Directed by Plummer/Strauss

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Campaign produced by kaboom aims to ease patients back into the doctor's office

barrettSF and Sutter Health Demonstrate ‘Resilient’ in New Campaign Directed by Plummer/Strauss

A new Sutter Health spot, 'Resilient', via agency barrettSF and directed by Plummer/Strauss aims to ease patients back into the doctor's office. "We humans are resilient," commences the 30-second ad, as scenes unfold of people moving on with life after surgery, refreshing themselves in nature, and even entering the world. It goes on to remind us that we're vulnerable, too, explaining "At Sutter, we see you as the sometimes vulnerable, always resilient person you are—it's helping every human, every way we can.” 

Sutter Health is a dedicated network of healthcare professionals across Northern California, and they provide care to millions. While every person is unique, there is a universal truth that regardless of the circumstances, everyone is both vulnerable and resilient in many ways. In the 30-second and two 15-second spots, Sutter Health and barrettSF explored that idea further and found there was real value in talking about something that doesn’t gloss over the fact that humanity is fascinating, something to be acknowledged and celebrated.

"There's an elephant in the room right now, and it's vulnerability. People aren't sure what to believe, or who to believe. It takes leadership and courage for Sutter to speak to that vulnerability that so many of us feel,” said Jamie Barrett, barrettSF founder/executive creative director.

Getting close up and personal was the guiding force behind the production approach by directing duo Plummer/Strauss who worked side-by-side with the agency early on to design how most effectively to impart a diverse expression of resilience in the face of many life experiences. With two days, two locations and a small crew, the team used tight shots and expressive framing to provide an intimate vantage point on how quality care supports positive momentum. 

“We thought the timeline and budget would require a mix of live action and stock, but our director team of Plummer/Strauss came up with an ambitious way to shoot everything. And the end product is anything but scrappy,” notes barrettSF creative director Aryan Aminzadeh. “In fact, they made the ordinary seem extraordinary with how beautifully they captured everyday moments of human resilience and fragility."

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Client: Sutter Health

Vice President, Marketing: Jim Macksood

Senior Director of Customer Segment Marketing: Alfred Wang

Director of Customer Segment Marketing: Sapna Parekh

Vice President, Field Marketing: Tracy Murphy

Interim Director of Segment Marketing: Theresa Massie

Vice President, Marketing Research: Jess Lillie

Senior Director, Platform Management and Marketing Technology: Chris Lange


Agency: barrettSF

Chief Creative Officer: Jamie Barrett

Creative Director: Aryan Aminzadeh

Associate Creative Director: Brad Kayal

Art Director: Caylee Hubert

Copywriter: Christian Zerbel

ACD/Designer: Carolina Penner

HOP: Conor Duignan

Broadcast Producer: Davielle Boon

Print Producer: Britt Gardner

Head of Accounts: Robert Woods

Account Director: Lyndsey Dorian

Account Manager: Alliya Brisco


Production Company: kaboom productions

Director Duo: Plummer/Strauss

EP/Founder: Lauren Schwartz

HOP: Steven Sills

DP: Spenser Nottage


Editorial/Post Company: Beast

Editor: Blake Bogosian

Assistant Editor: Evan Mueller

Genres: People

Categories: Hospitals, Healthcare and Wellness

Kaboom Productions, Thu, 14 Oct 2021 07:14:00 GMT