In 2015, Bohan Advertising came to Stonecastle with an intriguing concept for a brand campaign they were cooking up for their new client, St. Thomas Health. As a perennial second-place hospital behind Nashville’s largest employer, Vanderbilt Medical Center, St. Thomas needed to re-frame the local healthcare story to its advantage. Bohan’s idea was to own St. Thomas’ faith heritage with a campaign based on a Bible verse (Luke 1:37) which says, “For with God nothing shall be impossible.”
A SPOT WITH MARCUS MARIOTA
Working closely with Bohan, we inserted ourselves into their creative process and began casting stories of real St. Thomas patients and employees who had overcome their own “impossible” odds of survival. Bohan’s vision was to film each :30 TV spot in a documentary-style format, featuring real, unscripted interviews. The magic trick for us was to capture spontaneous moments while also maintaining the highest commercial production standards.