Director: Justin Rossbacher
DOP: Lance Khuns

Case Study: Carilion Clinic

The Farmer

Carilion wanted something fresh, new, and epic. 

They, like many Healthcare organizations, worked hard to build a strong reputation, but they wanted something that looked to the future, and with inspiration.

Carilion was known in the area as a hospital network, but it wanted also to be recognized for its renowned medical school and research institute. They were in a small community, but are growing and advancing to heights far beyond expectations.



Watch the case Study


Behind the scenes


Abandon was hired not only to produce the commercial spots but to also partner with Carilion in the development process. Working under the guidance of Carilion’s in-house creative and marketing departments, Abandon focused on an in-depth analysis of Carilion’s needs and goals. A series of concepts were drafted and pitched, then narrowed down to a handful of final contenders. Two concepts were joined to create a down-home parallel, using a farmer, along with an epic score, and an original poem. 

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