Capsa Healthcare selected creative studio & production company Kinopicz American to help launch their new flagship product, Trio. Kinopicz's founding partners Francesco Lazzaro and Damian Wohrer directed and produced the campaign.
Excitement comes from human expression. That was the seed of the idea that came to us as we listened to the executive marketing team from Capsa Healthcare describe their aspirations for the debut of Trio. With trade shows cancelled globally due to the pandemic, Trio’s launch was looking problematic. Ready to take some risks and increase their investment in production value, the Capsa team challenged us to write and produce a video campaign that would bring excitement and energy to the Trio rollout.
Trio is your (dance) partner
From a scriptwriting standpoint, our task was to develop a campaign for nurses and other frontline healthcare professionals that transcended Capsa’s “comfort zone” of traditional features-and-benefits messaging. We distilled the product literature into one thought: "Trio is a reliable partner that knows you, moves with you, and supports you throughout your day."
"The word partner evoked the motif of dance and the idea erupted to life," says director Francesco Lazzaro. “Drawing upon the advertising traditions of high-end consumer electronics — where the human-machine interface is celebrated — we wrote on-screen copy that speaks in a direct voice, as if colleague-to-colleague.”
Striking a creative balance
Of course, the Trio is not a panacea and nurses’ lives are anything but dance parties. From the beginning of our script writing process, we knew we needed to temper the dance metaphor with an acknowledgement of the immense sacrifice HCPs make daily.
The solution came in the form of a segment that occurs about halfway throughout the timeline. The actors break the fourth wall and lock eyes with the viewer. The spot suddenly becomes self-aware and begins communicating with the audience at a deeper, more poignant level.
Robotic cinematography; Organic moves
Our cast was incredible, each person bringing their own mode of dance and empathic performance that truly unlocked the script’s original vision. The script had been structured to allow room for improvisation within many of the shots — and the cast delivered with ingenuity & style.
We knew from the outset that the spot would involve almost continuous motion of the talent, the Trio, the camera — and sometimes all three. Because of its ability to move quickly and dynamically with precision repeatability, the Bolt Cinebot figured early into our shooting plans.
Principal photography was accomplished in one day on the Kinopicz soundstage in Columbus. The primary RGB lighting setup with full DMX control allowed lighting tech Zach Hoover to modulate the mood of the set from moment to moment. This flexibility allowed our team to quickly achieve different looks to fit the ideas being ad libbed by the cast and crew as we worked through the shooting schedule.
"Kinopicz is a scrappy team," says DP Damian Wohrer. “We aren’t strangers to compressed shooting schedules and we know how to get the most out of a production day.”
About
Kinopicz American is a Midwest-based Creative Studio & Production Company led by Director & DP duo Francesco Lazzaro and Damian Wohrer. Established in 2009, Kinopicz is powered by a tight-knit team of visual creatives who produce live-action and animated commercial video. Featured clients and agency partners include: AARP, Huntington Bank, LBrands, McCann Erickson, NBCUniversal, Scotts Miracle-Grow, and Walmart. For more visit kinopicz.com
