Mid-Atlantic Permanente Medical Group
A Branded Video and Design Experience
Decades of Excellence
The Mid-Atlantic Permanente Medical Group (MAPMG) is a healthcare team of over 1,700 physicians spanning more than 50 medical and surgical specialties and subspecialties. MAPMG physicians serve Kaiser Permanente members in Maryland, Virginia, and Washington, D.C.. We produced video assets to support MAPMG's 2023 Decades of Excellence Awards. In collaboration with Waldinger Creative, we created a series to celebrate the collective achievements of Kaiser Permanente physicians and staff. We delivered six documentary-style videos for staff celebrating their 30-year tenure. Other project assets included a branded slideshow and an inspirational retroactive 5-minute feature video.
In the documentary-styled videos, we focused on the individual stories of the 30 tenures and how they have led the organization throughout the years. We filmed onsite, carefully considering the setting for each featured tenure by visually capturing them in their working environment. Casual yet professional interviews were necessary for the story structure. We aimed to feature each subject as their authentic self while still being rooted in the Permanente community. The theme of being "rooted in community" is reflected in the creative design concept of this project, which features tree ring graphics. These graphics are used consistently for all project assets, specifically the branded slideshow. Our strategy for this concept relied on accurately representing MAPMG's visual brand language. We achieved this by incorporating the network's color palette and typography. To give the project a more personal flare, we incorporated photographs submitted by staff members for the presentation.
Our goal for this project was to capture a depiction of MAPMG's growth and inspiration through a personal lens. In post-production, we pieced together all the assets, linking each deliverable together through the cohesive tree root design. The final documentaries accurately showcased each 30-year tenure, sharing their inspiring journeys with the gala's engaged audience. Overall, the project was successful, mirroring MAPMG's original production pitch. MAPMG is a repeating client, a mirror of our commitment to trusted partnerships. We are currently working on delivering assets for the MAPMG 2024 gala.
