Director & Producer

WaveLight is a piece of surgical equipment, which meant the real challenge was not making it look impressive. It was making it feel approachable. In 2014, I partnered with CRM Studios on a series of short videos built around one simple idea: put kids in a classroom, ask them about the machine, and let the contrast do the work.
The setup borrowed from the classroom commercials that were everywhere at the time, but the point was specific to WaveLight. Fast, easy, not complicated. I handled the producing side, from locations and casting to keeping the shoot on budget, and directed the videos so the humor never buried the message. The kids' responses gave the spots their personality, and that made the product story land a lot faster than a straight demo would have.

• Partnered with CRM Studios to produce a short campaign built around a classroom-style concept.
• Handled locations, casting, and budget while directing the shoot.
• Used humor and candid kid reactions to reinforce the core message: WaveLight is fast, easy, and not complicated.

Alcon

Production services - CRM Studios
Director & Producer - Patrick Flaherty
3rd Camera - Daniel Ordones