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Denver-based photographer James Chance has a long-standing relationship with Kaiser Permanente. His company, Chance Multimedia, has done numerous projects for them over the years, and they are now one of his long-time clients. More recently, Kaiser commissioned James to showcase their automated prescription fulfillment facility in Colorado, which allows customers to order prescription medication online for home delivery
The goal of this project was to create a snappy and intriguing video that showcases the process through visual storytelling. Kaiser Permanente wanted to invite their customers to see for themselves how the automated system works and encourage them to take advantage of it.
As with most of James’ shoots, he spent some time scouting the location with the client and figuring out their needs for the feature. James and his crew toured the facility and assessed which elements had the most dynamic visual potential, and took note of Kaiser Permanente’s specific desires. After meeting with the client, they gathered as a team to select the best equipment to feature and create a storyboard. After some revision, they were ready to begin production.
They ended up bringing most of their own motion equipment so that they could capture every element in a variety of ways. The story begins once an order is received at the facility, and a camera tracks the process from the selection and measuring of the medication to the bottling and packaging of the product, which ultimately departs in a mail truck. James used many different angles to follow the pill bottles from initiation to completion. The final video captures how this process makes life simpler for a consumer with one clean shot at the end.
The shoot was a lot of fun! The system itself was fascinating. Robot arms, endless conveyors, etc. The technology was amazing, and of course very visually compelling.
One challenge they did encounter happened while filming one of the mail truck workers. It turns out, she was quite the talker! After numerous attempts to capture her in a natural state, they still ended up with a shot of her chattering. This ended up being fine, as James knows this is not something you can’t force on video.
Aside from this, there weren’t any significant challenges. They just needed to be very respectful of the space and its equipment. This was not as easy as it sounds, as the system was fully operational the entire time they were shooting. They were very wary of their gear being so close to the machinery, as one bad move could have been catastrophic, shutting down or damaging the lines. A representative from Kaiser supervised them during production, which was reassuring. In the end, they simply took great care!
The reaction to this video has been fantastic. The client was very pleased and informed James that the piece was very well-received. This video was used on the client’s social media channels and received quite a bit of engagement due to its uniqueness and transparency.
James and the entire crew at Chance Multimedia really enjoyed this project. They loved seeing the facility in action because it is something a consumer doesn’t often get to witness.
It was very satisfying to shoot a process from start to finish, and in post-production, to be able to make quick cuts to bring a whole complex sequence together into a nice little package.
James does not currently have any future projects in the works with Kaiser, but they do have a terrific motion piece to showcase to other potential clients. James and his crew operate as a small, limber, dynamic team, which enables them to adapt to any situation and capture content. The best is yet to come!
See more of James at jameschance.com!