Village Medical: The New Way To Well

Village Medical is a new and disruptive primary care model designed to help patients better manage their health. It provides a deeper, more personalized doctor-patient relationship, combined with expert team coordination (doctors, nurses, clinicians, and pharmacists working together), and is built entirely around the patient’s needs.



Speaking directly to Medicare patients, the physician community, and our own employees and partners, the campaign illustrates the problems of today’s healthcare system in a visually breakthrough way – depicting the system as an elaborate factory that traps the doctors as well as the patients – before showing Village Medical and its compassionate, coordinated care as the solution.



We collaborated closely with the director and production company from the beginning conceptualization and research phases to the final build and shoot to bring the factory scenes to life. Creating a complicated system of overhead tracks, we were able to suspend the providers in harnesses to propel them throughout the intricate system. The combination of demanding physical stunts and special effects allowed us to duplicate the imagery – generating hundreds of flying doctors for the massive scale needed, without repeating any patterns.



Framing the offering as “new” sparks patient reevaluation while making the difference feel realistic and believable. The campaign launched with a :60 online video, supported by :30 and :15 cutdowns across OLV and broadcast, as well as video executions centered around the pharmacy integration benefit. All work is wrapped up in a visual identity redesign that puts Village Medical’s unique message of connection and humanity at the forefront.