Kaiser Permanente Connected in Emerald Cities

Kaiser Permanente has launched Thrive, an advertising campaign using two television commercials, Connected and Emerald Cities, to demonstrate the health insurance company’s use of advanced technology in managing chronic conditions and leading in medical breakthroughs.

Kaiser Permanente Emerald Cities commercial


Kaiser Permanente HealthConnect® supports sustainability by saving a lot of trees. “By putting an end to paper medical records, we have ushered health into the digital age.”

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Connected

Connected demonstrates how a Kaiser Permanente member can stay connected to their health and health care provider using My Health Manager (www.kp.org/myhealthmanager). It highlights the convenience of securely e-mailing your doctor, checking records and test results, and booking appointments. It shows how our clinicians are digitally connected to each other, and how that ultimately helps them stay connected to our members. The ad ends: “At Kaiser Permanente, we believe that if knowledge is power, shared knowledge is even more powerful.”

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Credits

The Thrive campaign was developed at Campbell-Ewald, Los Angeles, by chief creative officer Bill Ludwig, executive creative director Mark Simon, creative directors Mike Conboy and Neville Anderson, copywriter John Dolab, art director Chip Kettering, and agency producer John Haggerty.

Filming for Emerald Cities and Connected was shot by director Noam Murro via Biscuit Filmworks by senior executive producer Shawn Lacy, executive producer Colleen O’Donnell, director of photography Toby Irwin and line producer Jay Veal.

Visual effects were produced by Animal Logic, Los Angeles, with a team led by executive producer Nerissa Kavanagh. Editor was Robert Duffy at Spot Welders.

Animal Logic was responsible for transforming an urban concrete jungle into a fertile landscape. Hundreds of towering matte-painted trees were integrated into a busy city streetscape. VFX supervisor Nick Ponzoni said “One of the most challenging aspects was to create a totally believable and organic world, with the live action naturally combining with the digital elements. We worked closely with Noam during the pre-production stage to carefully storyboard the spot. The preliminary work paid off during the final compositing stage, with all of the elements; the aerial shots, live action plates, miniatures, digital assets and matte paintings blending together.”

Music is “Clair de lune”, the third movement of Suite Bergamasque by Claude Debussy, a piano depiction of a Paul Verlaine poem. Music was produced at Nylon Studios, New York.

Some viewers will recognise Clair de Lune from its use in the movie Twilight, listened to by Edward and Bella in Edward’s car.