Crouse Health.
Central New York Hospital that has been delivering caring since 1887.
Creative Direction | Design | Video
Crouse Health has been a longtime client and trusted healthcare provider in our community. As workforce development continues to be a critical issue across Upstate New York (especially in healthcare), Crouse recognized the need to tell their internal story in a more impactful way. Our team partnered with them to concept and produce a foundational storytelling video that highlights their commitment to growing and retaining talent. Through emotional, interview-driven storytelling and cinematic visuals, we brought to life the real voices behind their workforce development efforts.
Foundational Brand Video
Creative Director: Matt Sourwine // Cinematographer: Nick Lusnar // Video Producer: Liam Fitzsimmons
Understanding the critical role that talent development plays in today’s healthcare landscape, I worked with our team to concept and produce a foundational storytelling video that shines a light on Crouse Health’s commitment to their people and their future.
Inspired by Crouse’s innovative Workforce Development program (which offers clear pathways for career growth within the hospital), we crafted a narrative that not only highlights the initiative, but also the human stories behind it. I developed the overarching concept of “Grow with Crouse”, intentionally emphasizing the “us” in Crouse—a subtle but powerful visual cue that reinforces the message of unity, opportunity, and shared growth.
Alongside the team, I helped strategize a compelling narrative arc that would culminate in a bold emotional moment: having the interviewees, including Crouse’s CEO, deliver the “Grow with Crouse” line. This gave the concept a powerful and memorable close, making the message personal and resonant.
To ensure the video felt both polished and uniquely on-brand, we incorporated Crouse’s signature teal into the background lighting of the interviews—creating a subtle but striking visual throughline that elevated the production and reinforced brand identity.
We delivered the final video on a tight timeline to debut at a New York Statewide Workforce Development Conference, where leaders from across industries gathered to discuss the future of work. The video premiered during the healthcare segment and was met with a round of applause—an energizing response that underscored the impact of both the message and the execution.
This project held personal meaning for me, having my own history with Crouse. That connection added weight to the storytelling and made the creative process especially fulfilling. I’m proud of the partnership, and even prouder of what our team brought to life: a message of progress, purpose, and possibility.
Results
Crouse Health embraced the “Grow with Crouse” concept and tagline so fully that it’s now being used well beyond the original video. It's being used across their internal signage, collateral, giveaways, and workforce development communications. The video itself received glowing feedback from hospital leadership, who called it the best the organization has ever produced. They praised our team’s professionalism, storytelling, and creative execution and shared how seamless and rewarding the process was from start to finish.
This project not only delivered on creative impact, but also deepened our long-standing partnership with Crouse, reinforcing our role as a trusted creative partner in sharing their most important stories.