Directed by Carlos Cuarón for AlteredLA. Sound mix by Jaime Zapata for Tono Studios. Music by Gustavo Farías.
Campaign evokes individual life moments that directly address AltaMed’s multiple service lines—all under the “Grow Healthy” brand platform.
Scenarios strategically involve a variety of ages and ethnicities, reminding audiences that AltaMed isn’t merely for the aged.
Still photography was conducted on a parallel with video production, creating a visual asset library for digital display banners, paid social ads, landing pages and website content.
Multi-ethnic casting and subtle variations in art direction enabled us to leverage single locations for alternate spot versions targeting diverse Anglo and Hispanic customer segments.
Spanish “Breakfast” Version
Spanish “Run/Walk” Version
Spanish “Treadmill” Version
Spanish “Tooth Fairy” Version
Two of the four scenarios were extended into :30 direct response versions, specifically addressing Open Enrollment—in dual languages. Entire production was executed under a single budget, in a two-day shoot, maximizing client ROI.
English Open Enrollment Direct Response
Spanish Open Enrollment Direct Response
Results (Post Launch):
• 50%+ increase in website sessions vs prior year
• 44% more Open Enrollment leads and appointments generated vs prior year