Emerus Hospital Partners helps hospitals and hospital systems build, brand, and operate community “micro-hospitals.” These facilities are larger than the typical urgent care center, smaller than the average hospital, but equipped with full service emergency departments, emergency physicians, and other services not available at the typical walk-in clinic. A new branding initiative centered on humanizing and celebrating their people to be relatable to patients in the area. We chose to depict these healthcare professionals caring for the people in their personal lives away from the facility, then transitioning to them caring for patients within the facility the same way they treat their own loved ones. A series of television spots were produced to support facilities in various local markets around the country, branded as the hospital or system that Emerus partnered with there.