Director: Justin Rossbacher
They said nothing much would grow here.
At the core of The Farmer lies a powerful message of pursuit in the face of adversity and disbelief. Director, Justin Rossbacher, teamed together with Carilion Clinic’s internal marketing department and Abandon Films to create the story of The Farmer.
THE FARMER: CASE STUDY
The Farmer tells the compelling story of Carilion Clinic’s early days and daily struggle: refusing to take no for an answer and committed to creating an ever-increasing standard for medical advances.
In order to honor the work of Carilion Clinic’s successes, Abandon Films’ development team searched every detail of iconic and relatable fables that would resonate both with Carilion and its community. Mutually inspired by the icon of a determined farmer, we carefully selected writers to collaborate with Carilion’s in-house creative team to craft a story worthy of representing a community of medical minds that are saving lives everyday.
Carilion Clinic’s The Farmer reminds us that with enough perseverance and gumption, the impossible becomes possible, and that the resulting success creates a ripple effect of benefits for the entire community.
They said nothing much would grow here. They don’t say that anymore.