Video Magazine

Rebranding at 24 frames per second:
On the set and behind the scenes with Borshoff and Franciscan Alliance

When the Sisters of St. Francis Health Services asked us to help rebrand its 14-hospital system as Franciscan Alliance, television was the perfect medium to build awareness across its service areas in Indiana, Illinois and Michigan. So we researched, strategized, concepted, and ultimately shot two new TV spots to launch the new brand. But sometimes, if you turn the camera around, you'll find another interesting story is being told. So that's what we did.