ABSN Multi-Market Commercial Campaign

Executive & Creative Leadership: VP Executive Creative Director: Chad Wilson | Multimedia Director: Nick Williams | Creative Director: Ele Fisher | Brand Manager: Paige Thomas

Production: Multimedia Producer: Stephanie Bachus | Assistant Producer: Mathew McGraw | Assistant Producer: Ana Koufidakis | Project Manager: Michelle Stelter | Equipment Manager: Anthony Rodriguez

Photography: Senior Photographer: Eli Tinajero | Junior Photographer: Tanielle Gilbert | Photo Digitech: Amber Hoffert

Post-Production: Lead Editor: Steven Akers | Motion Graphics: David Cervantes

One Shoot, Many Markets

A two-day commercial production for an ABSN paid media campaign, capturing photo and video assets designed for broadcast, web, vertical, horizontal, digital banner, and print placements across multiple regional markets.

Project Overview

The ABSN campaign was built to support a multi-market paid media push across broadcast, web, digital, and print placements. Over two production days, the team captured commercial video and photography assets at an ABSN site featuring hospital simulation labs, classroom environments, and a fully dressed apartment-style set for at-home study and healthcare scenes.

The final campaign was versioned into 15-second and 30-second broadcast and web spots, along with horizontal and vertical video formats, banner ads, and half-page print placements for multiple regional markets.

Regional campaign versions created for Colorado, Orlando, Jacksonville, Idaho, Miami, Arizona, Utah, Tucson, New Mexico, Nevada, and Missouri.

Project Deliverables

Broadcast & Web Video Content

30 Sec Campaign Hero

30 Sec Hulu Campaign Hero

15 Sec 9×16 Vertical Web Campaign

30 Sec Web Hero Campaign

15 Sec 1×1 Web Campaign

15 Sec AMAZON Campaign Hero

30 Sec 9×16 Vertical Web Campaign

30 Sec 1×1 National Campaign

Digital & Print Collateral

Click to see the full ads! (You won’t regret it!!)

My Part in the Chaos

My role on this project was focused on day-of production coordination, talent management, and shoot logistics across both photo and video capture.

As assistant producer and production coordinator, I helped manage the flow of paid agency talent throughout the two-day shoot. This included checking in talent, coordinating movement through hair and makeup, keeping face talent and background talent ready for upcoming scenes, and making sure the next set was prepared before the crew needed to move.

Because photo and video capture often happened back-to-back or simultaneously, I stayed aware of shot list needs, talent readiness, compliance review, and timing throughout the day. A major part of my role was helping reduce lag between setups by watching the schedule, communicating needs early, and making sure talent, hair, makeup, set dressing, and craft services were ready before each transition.

Responsibilities:

Assisted with day-of production coordination across a two-day commercial shoot
Managed talent check-in, readiness, and movement through hair and makeup
Coordinated face talent and background talent for upcoming photo and video setups
Monitored shot list progress and helped keep the production moving ahead of schedule
Supported transitions between photo and video capture
Helped ensure talent appearance and usage needs were reviewed for compliance
Communicated upcoming production needs to reduce downtime between setups
Coordinated breakfasts, lunches, snacks, and craft services support across both shoot days

The Paperwork That Kept the Production Moving

Behind every polished commercial spot is a lot of planning that never makes it on screen. For this production, the documentation helped keep multiple departments, talent groups, photo setups, and video setups moving across two packed shoot days.

In addition to the main production documents and call sheets, I created separate talent tracking documents for both shoot days. These broke down each talent’s location, wardrobe/look, props, and shot-specific needs in a more visual format that mirrored the shot list. The goal was to make talent wrangling easier by giving me a quick reference for who needed to be where, what they needed to look like, and what they needed to have ready for each setup.

Because photo and video capture often happened back-to-back or simultaneously, these documents helped reduce downtime, keep talent prepared, and maintain momentum throughout the shoot.

From Call Sheet to…

The call sheet served as the master roadmap for the production day, outlining the schedule, crew call times, location details, set notes, talent needs, and shot priorities.

For my role on set, I needed a faster way to translate that information into something I could use while managing talent in real time. From the call sheet and shot list, I created separate visual talent documents for each shoot day that broke down who needed to be where, what they needed to wear, which props they needed, and when they needed to be ready.

These documents turned the larger production plan into a more practical day-of tool for talent wrangling, helping me keep hair and makeup, wardrobe, props, standby times, and upcoming shots organized throughout the shoot.

…Talent Flow Document

Talent Prep Timeline

A day-of talent prep timeline was created to coordinate hair, makeup, touch-ups, wardrobe changes, and on-set readiness. This helped keep multiple talent groups moving efficiently before the first major setups of the day.

Talent by Scene Breakdown

A custom talent breakdown created as a visual extension of the shot list. Each scene page tracked talent, location, wardrobe, props, call time, HMU timing, standby time, and shot needs so talent could be prepared before the crew moved into each setup.

Talen Breakdown Group Version

A group scene talent breakdown used to coordinate multiple face and background talent within the same setup. This page tracked wardrobe, HMU timing, props, standby timing, and shot requirements to help keep the lobby sequence ready for photo and video capture.

From the Shot List

**Career Changer Shot Brief**
A creative shot brief outlining the visual direction for a specific talent role. This document combines talent reference, wardrobe, props, location details, inspiration imagery, and shot concepts to help translate the campaign idea into clear production needs.

**Nursing Simulation Shot Brief**
A role-specific shot brief for planning the look, props, wardrobe, location, and visual references for a nursing simulation sequence. This helped align talent styling, set needs, and creative expectations before filming began.

AI Concept Frame / Shot Visualization

An AI-generated concept frame created during pre-production to visualize the intended final shot. The image combined agency talent references with real-world location scout imagery, helping the team preview composition, wardrobe, environment, and overall campaign direction before production.

Final Thoughts

This project showed how much of commercial production depends on what happens between setups. With assets needed for broadcast, web, digital, vertical, horizontal, banner, and print placements, the shoot had to create more than one finished commercial… it had to build a flexible campaign library.

My role focused on keeping that process moving. By managing talent flow, tracking upcoming shot needs, coordinating readiness for hair, makeup, wardrobe, props, and translating the call sheet into visual talent documents, I helped reduce downtime across two packed shoot days.

The final campaign turned one production into a multi-market set of commercial assets, showing how strong planning and day-of coordination can support a larger paid media effort across multiple formats, placements, and audiences.

MY WORK