The Way Through

Wellstar, Georgia’s largest non-profit healthcare network, is breathing new life into its commitment to people-first medical offering across its brand platform PeopleCare. The brand needed a new way for Georgians to visualize Wellstar’s perfect fusion of care that is not only credible and world-class, but deeply human. To achieve this, Iris North America has created “The Way Through," a film covering the extensive and profoundly individual treatment provided to Wellstar’s patients every day.

Rather than showing one aspect of the care offered by Wellstar, the campaign’s film demonstrates each step of treatment all managed in-house by the capable team at Wellstar. Each shot flows uninterrupted into the next, demonstrating the seamless treatment offered. Additionally, the faces of the patients and frontline workers remain front-and-center throughout the film illustrating the focus on humanity alongside exceptional care.

Inspired by the world-class expertise offered, the film was shot entirely on-set with advanced design, cinematography, direction and sound. This decision meant that every piece of medical equipment in the film had to be selected, transported and staged with acute accuracy to recreate the clinical environment provided at Wellstar.

Directed by Nicolina Knapp, each aspect of the campaign from music to set design to film footage was fully custom for this campaign, with nothing coming from “stock.”

Starting October 5th, the campaign will include full surround-sound on streaming, digital, social, print, CTV and out of home platforms as well as in-store activations throughout Georgia.