Rabbit Director Matthew Ogens recently helmed a stirring six-part campaign for BlueCross BlueShield of North Carolina. The sequence of :30s, done in collaboration with Ogilvy, Durham, plays like a series of micro films that display Ogens' impressive range, from orchestrating action sequences to capturing beautiful scenery to telling a simple narrative with voiceover.
The second trio of :30s - Charles, Jen and Sarah - focuses on the individual stories of a heart transplant recipient, a diabetic, and a head-trauma victim whose lives were enhanced or saved by the resources of BlueCross BlueShield. Each spot shows the central character living their day-to-day life, mowing the lawn, shopping at the grocery store, or, in the case of young Sarah (the head-trauma victim), twirling merrily through a forest. These humble scenes are charged with a special significance and joy through the dramatic voiceovers that explain how BlueCross BlueShield is directly responsible for the procedures or resources that saved each of their lives.