Product: VCU Medical Center
Director: Ron Hamad
Production Company: Emulsion Arts

Director Ron Hamad was hired to shoot a series black-and-white spots for VCU Medical Center. The approach was to cast "real" people with "real" survival stories as a result of care received from VCU Medical Center.

I suggested shooting on daylight color negative film, as I am not a fan of any of the insipid black-and-white motion picture negative film stocks out there. I like Ansel Adams black-and-white images, ie rich blacks and pure whites. I find I get the best black-and-white tonal range from using color film, then controlling the black-and-white tones in telecini.