Clinical Research Center of AlabamaVideo
Clinical Research Center of Alabama is an affiliate of Alabama Allergy and Asthma Center, a longtime client with Starnes Publishing. AAAC brought us into the fold when they needed help managing their website and designing print collateral, and we were ultimately able to build on that relationship. One of the first videos we produced for AAAC promoted their new oral immunotherapy program, which attracted a lot of attention and generated a lot of leads for them, so making a video about CRCA was a natural extension of this project.
Clinical Research Center of Alabama runs research trials for participants who suffer from asthma and allergies. As a result, they see many participants who fear going off their current medication and signing up for an experimental new drug. CRCA therefore wanted to dispel these fears by making a video about their qualifications and their commitment to caring for the participants.
Fears run deep, so in order to dispel them, this video needed to tell a story that engaged viewers on an emotional level. After discussing it with CRCA, we decided the best way to accomplish this goal was to gather testimonials from participants who had signed up for a research trial and not only overcome their fears but also experienced life-changing results. CRCA reached out to participants who fit this criteria and, knowing they wanted to shoot in a natural environment, secured a location for production.
After screening all the participants, we chose four we wanted to be in the video, but this left us with the challenge of turning four individual stories into one. To overcome this challenge, we put together a broad narrative and wrote questions to reflect it. By having such a clear plan, we were able to “shoot for the edit” on the day of production. In other words, we only shot what we knew we would use in the video, which helped us maintain a tight production schedule and made the video easier to edit. In fact, we followed this mantra so closely that in the middle of the editing process, we shot B-roll at CRCA on a second, pre-planned day of production. We already knew the video would require B-roll, but because we had edited together a rough draft, we were able to get just the right shots.
Completing the video was complex, and it went through many drafts before we were able to accomplish our goals to dispel participants’ fears and to show CRCA as well-qualified. However, all the refinement paid off, and we’re really proud of the final product because it demonstrates what’s possible when agencies and clients have such a strong working relationship.