Brand Film / Nuance
ABOUT THE PROJECT
Three weeks to translate cutting edge technology into a simple solution that anyone could understand.
Working with CGI Interactive for their client Nuance Communications, our team tackled the challenge of presenting a high-tech healthcare device with the potential to revolutionize patient care – but only if people could actually understand it. In just over three weeks – from start to finish – our team put together a comprehensive shoot plan, built the “exam room of the future” in our client’s break room, and turned in a project that stunned and delighted the stakeholders. That’s all well and good, but what if we told you that the key to our success had less to do with careful planning and more to do with courageous improvisation? Let us explain.
Armed with a revolutionary piece of technology and a “vision of the future” in which doctors could spend more time talking to patients than typing on computers, Nuance’s video project was tasked with showing the solution in action. With just two weeks of lead time, our team drafted a comprehensive shoot plan and creative strategy that would include over half a dozen interviews with Nuance’s top team members. Interview subjects were not provided with a script of what to say and had not seen the questions in advance. In fact, Guy Bauer, director of the project, sat down for the first interview and opened with a curveball question that went something like: Why am I here? What story am I here to tell? What’s going on here that people need to know about?
“Most interviewers don’t ask the ‘stupid questions’ like that because they don’t want to look stupid themselves. But the thing is, 90% of the time those questions are what you need to unlock the true story,” says Guy Bauer.
While that may sound like madness, there was a method behind it – a method developed by none other than Larry King. King famously believed that the most compelling interviews were those that started from ground 0 – no prep, no preconceived notions, and absolutely no script to pre-determine what was possible. That first interview question sparked an unforgettable answer: a perfectly natural re-telling of the brand story and a succinct explanation of the technology in human terms (not tech lingo). It was a gold mine and proof that we were on the right track.
Other interviews followed a similar vein and over the course of a 2-day shoot we collected authentic, enthusiastic soundbites that spoke to the positive impact that this technology promised to deliver. We then began collecting b-roll footage to support the stories that Nuance’s employees were telling, which involved renting a hospital bed and big-screen TV to build an impromptu “operating room of the future,” tapping some of our team members for small acting roles, even shooting at-home shots from the Airbnb house our team had rented for the night.
“We’re unique because we strategically set ourselves up for improvising from the very beginning,” says Guy Bauer. “If our agency were a baseball team, we’d be the people that lay out to make impossible catches – and that’s why our clients keep coming back for more.”