We wanted these films to feel unlike anything else on local TV. They're open, slow-moving and calm. There's no yelling or price promotion, just a thoughtful voice-over and a final call to action.

IT'S HARDER TO ENJOY THE LAKE WITH NO KNEE

People retire to the lake. That means a steady stream of older residents needing elective orthopedic surgery to fix knees, shoulders, elbows and hands. Unfortunately—as anyone with an older relative knows—it's virtually impossible to get them to go see a doctor, let alone get a surgery.

That's why our orthopedic campaign for Lake Regional Health System focuses on everything you're looking forward to doing, once you've had your orthopedic intervention.