Our First Addy Award – “Happy” for St. Mary’s

By: Emily Luttrull

This February, Fat Head won our first Addy award from Evansville’s chapter of the American Advertising Federation. Our video “Happy” took Silver in its category: “Digital Advertising – Video: Branded Content more than 60 seconds.”

“Happy” was created as a way for the staff and faculty of St. Mary’s Health to celebrate US News & World report naming them the #4 hospital in Indiana (and #1 in Southern Indiana) for the second year in a row.

It took over 9 days of shooting to capture as many St. Mary’s employees as possible dancing to Pharrell Williams’ “Happy.”  The video represents over 70 departments and 5 St. Mary’s locations.

Every shot was captured with a Canon 7D. We also used a Ronin Gimbal Stabilizer, which made it easy to get completely smooth motion shots. The Ronin gave our otherwise static shots extra interest and enhanced the elaborate and creative ideas many of the departments conceived. The only downside its weight and bulkiness while we lugged it around multiple hospital locations. But even though it was inconvenient to transport, the Ronin gave us great shots that would’ve been impossible to do handheld or with a tripod.

The video’s success relies the authentic enthusiasm from the St. Mary’s employees. Each department celebrated their personalities, whether they spent time choreographing a dance or found ways to incorporate props to represent their work. OB/GYN nurses danced with baby dolls in one of their Labor & Delivery rooms. The Rehab Institute utilized their most fun equipment, including someone swinging from the ceiling. And members of the LifeFlight crew were filmed wearing full gear in their helicopter, one of them even strapped to a stretcher.

Editing the hours of footage we captured down to a short music video was easily the hardest part, even after we remixed the song to add an extra 2 and a half minutes.  Everything was edited with Adobe Premiere Pro, and all graphics were created in After Effects.

Working alongside St. Mary’s staff to create a purely fun video was refreshing and enjoyable. And in capturing this celebration, we were able to have a celebration of our own.

Check out the prized video below: