The third campaign for UMC took a much more serious approach than the colorful “Translation” campaign. Deciding to focus on the performances of the actors, I wanted a minimalistic look. Everything white, including wardrobe, set, props, even the letterbox bars. That way, the actors’ faces would stand out.
Nerdy sidenote: All of the caregivers wear nametags, and they are each named after someone from the Silent Hill games. The "BOOM!" guy was named James Sunderland, the protagonist in Part 2, and he would psych himself up before shooting, going, "You're James Sunderland! You can do this!" No one understood the humor.
Concept & Art Direction: Michael Dunn
Copy: Shannon Sarver
Direcotr: Denise Zaitoon
Producer: Matt Wilkinson