Standing Tall with Upstate Caring Partners

Upstate Caring Partners had recently launched an exciting new branch of their company called Community Health and Behavioral Services, but they needed help promoting it, so they turned to Big River Film Co. While Upstate Caring Partners is a legacy company that's been around for a long time, Community Health and Behavioral Services was still in it's infancy and didn't have a voice of its own yet. Thus, one of the challenges we faced with this project was understanding this new brand and helping them to create a brand voice that would catch attention and drive awareness.

Community Health and Behavioral Services had a long list of services that they were now ready to share with the Utica, NY community. While it's always tempting to focus on listing out services (especially for new companies) it's often better to lead with an emotional, authentic appeal that will connect with viewers on a personal level, especially when name recognition is top-of-mind. To do this we sourced a real life story of a man who's life was profoundly changed by CHBS. We used this authentic story as the structure around which we build the rest of the commercial spot.