Methodist NICU Therapy
Social Media Campaign
Overview
Methodist Healthcare approached IMG Studio to create a video that would help expecting families better understand a part of NICU care many people never see until they need it. This healthcare video production supported their women’s health campaign by bringing more visibility to specialized NICU therapy services and making the topic easier for parents to find, understand, and trust.
Starting with Pre-Production
In order to help viewers grasp a topic that they might not have ever heard of, we took a story-driven approach centered on Kate Castellano, an occupational therapist in the neonatal ICU. Through discovery and pre-production, we shaped the narrative around a clear idea that was both emotional and informational. The viewer hears directly from Kate about her job and its importance, while she also expands on how that makes her feel personally. That allowed us to explain NICU occupational therapy, speech therapy, and early developmental support in a way that felt human instead of overly clinical.
Careful Production
Filming in a NICU requires a careful approach. Our team kept the production footprint small so we could protect the comfort of the families involved, while still capturing the level of intimacy the story needed. The main video was produced in a traditional horizontal format, combining a two-camera interview with quiet, observational b-roll of Kate, the care team, and parent-baby interaction.
Intentional Post-Production
The visual style was “warm” as opposed to a “cooler” medical approach, to show the love Kate has for her job and for the families in the NICU. We also carefully selected music choices that supported the narrative and scenes, while keeping in elements of natural sound.
During the editing process, our focus was finding the clearest story inside a much larger interview. Kate spoke in depth about why early therapy matters, how babies respond to their environment, and how parents become more confident when they understand the “why” behind each step of care. We shaped those insights into a focused campaign video that helps viewers understand both the purpose of NICU therapy and the people who make that care possible.
Social Media Versions
Because her interview gave us more material than the main edit could hold, we also created a set of vertical social media videos for Methodist to use as supplemental content. These shorter pieces gave the client more ways to educate families online, with each cut focused on a specific takeaway from the larger story. The social content extended the value of the shoot and gave Methodist additional platform-ready assets for web, social, and campaign use.
This project is a strong example of how healthcare video production can support patient education without losing the human side of the story. For Methodist, the final package helped make NICU therapy services more visible and approachable for families searching for care. For IMG Studio, it reflects the kind of work we care about most: thoughtful storytelling that helps a client communicate compassion and purpose.