Hornall Anderson for McKesson

Independent by Choice

A series of short films and photographs documenting a day in the lives of independent, family practice doctors. The films explored both the rewards and challenges that independent doctors face as they try to compete in an increasingly corporate healthcare system.

Vignette worked with Hornall Anderson, Seattle’s leading brand experience design agency. The work was produced for the Healthcare company McKesson and was used on a dedicated microsite, in print ads, and at a special event for doctors in Orlando, Florida.

Series of Short Films

The films were based on interviews and day in the life footage of doctors as they consulted with patients and collaborated with their colleagues. Each short film touched on a different theme. Together they painted a picture of the passions and concerns of many independent doctors across America.

Photo Library

We created portraits of each doctor, as well as a series of images capturing them at work with patients and their staff. The images were used in print, outdoor, and web ads to promote the event and microsite showing the films.


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