Agency DNA unites people in resourceful ways to deliver creative approach for timely message with fun and heart
Kaiser Permanente of Washington celebrates a personal approach to virtual care in a new campaign by agency DNA, directed by Jordan Brady, and produced through post by kaboom. Behind the scenes, the production echoes the sentiment on screen - uniting people in resourceful ways to deliver a creative approach to deliver a timely and important message with fun and heart.
“This collaboration is emblematic of how relationships and true collaboration can be the drivers for solutions even under unexpected circumstances,” explains Kaboom EP Lauren Schwartz. “It was a lot of solving for x and, in doing so, created a deeper experience for everyone involved.”
The agency and production teams began talking in the ideation stage about how to approach the three-spot campaign with a full and safe production. schwartz brought director Jordan Brady to the table to drive solutions that enhanced creativity with COVID restrictions in mind. At the time, filming in Washington was shut down, so Kaboom suggested a Portland stage with the agency and client joining remotely. Filming against green screen, and integrating backgrounds painted by a muralist, the campaign imparts a playful sense of what it means to have virtual care effectively illustrating KP’s new offering. And while filming during Covid is serious business, having a rigorous safety plan in place meant Jordan could do what he loves: create a playful set atmosphere where creativity thrives.
“This campaign was one of our first, full-on, return to live-action productions. It had an extremely tight deadline, with very little time to solve how to make it Covid bubble friendly. Lauren was bringing solutions to the table throughout the bid process in terms of shoot location, schedule, scenic and talent, so that by the time we awarded we had a great plan in place,” said Gabe Hajiani, DNA HP of integrated production. “To be honest I feel like I have come away with a robust extension of my in-house production team. The Kaboom team is so skilled and so positive, they made producing in uncharted Covid territory look easy and totally dialed.”
“Jordan has a ton of experience with both comedy performance and seamless stagecraft, which was exactly what our campaign needed,” added Steve Williams, DNA ECD. “He was super collaborative from the get-go, had great instincts on casting and by the time our shoot day arrived (which we attended remotely), we had full trust in him to bring home the goods.”
Jordan concluded: "The DNA team had such a solid idea, that my job was really just to add logs onto the creative fire they started. Kaboom wowed me with the production voodoo, and I know I’d found my home."
CLIENT
Kaiser Permanente
AGENCY
DNA EXECUTIVE CREATIVE DIRECTOR
Steve Williams COPYWRITER
Patrick McKay ART DIRECTOR
Brian Bosworth AGENCY PRODUCER, HEAD OF CREATION AND CONTENT
Gabe Hajiani PRODUCTION COMPANY
kaboom DIRECTOR
Jordan Brady EP/OWNER
Lauren Schwartz HEAD OF PRODUCTION
Steven Sills
POST PRODUCTION COMPANY
kaboom EDITOR
Doug Werby