Iowa Ortho — "Whatever Moves You"
Client: Iowa Ortho · Agency: Direct to Luminary
Filmed in DES MOINES, IA
Overview
Iowa Ortho came to Luminary directly. They'd seen another spot we made playing in the market, asked who made it, and called us. With no agency and no script, they were looking for that level of quality and the creative to go with it. Luminary wrote, pitched, and produced the campaign from the ground up.
The Challenge
Stand out in a category that tends to start from pain. Researching orthopedic advertising, Jacob noticed most of it is built around a problem: an injured elbow, a bad knee, a sprained ankle. It begins in a dark place. Iowa Ortho needed a way to feel different, and to show the full range of what they offer, without leaning on the same story every competitor tells.
The Idea
Flip it. Rather than focusing on injury, the campaign celebrates the moments and the movement that make life good, and positions Iowa Ortho as the people who help you keep doing them. That became the tagline: Whatever Moves You.
The Craft
The campaign is built on cinematic vignettes, each quietly tied to a part of the body Iowa Ortho cares for. A fisherman casts into a fog-covered lake at sunrise — the elbow. A mom crawls into a blanket fort with her daughter in a warm, cozy living room — the nimbleness to get down to a child's level. A grandfather squats beside his grandson for his first ride without training wheels — the knees. A dad plays catch with his son in an Iowa field at sunset — the shoulder. A gardener digs into the soil — the hands. Those moments bookend each spot. In the middle, the same people arrive at Iowa Ortho: time with a doctor, physical therapy, imaging, and the open MRI that helps patients who feel claustrophobic. A fifteen-second cut follows the son from the catch scene to urgent care for a sore ankle, so he can get back to playing with his dad. Jacob wrote the campaign with Jenny Moyer, then directed, shot, and edited it.
Working with the team
Working directly with a client who handles its own media buying meant Luminary carried the work from first idea to final delivery: research, concepts and multiple script options in the pitch, production, and post. Agencies are much of what we do, but we love partnering directly with local companies, too.
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Iowa Ortho reports that people in the community are coming in and talking about the spots.
The client is genuinely proud of what we made together — and so are we. That's what content worth watching looks like.
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Written by Jacob and Jenny Moyer. Directed, shot, and edited by Jacob Moyer. A campaign of three spots, including a fifteen-second urgent care cut. Brought to life with our trusted team of craftspeople — art direction, wardrobe, hair and makeup, food styling, lighting, and grip — who help us build every project alongside our clients.
LET’S WORK TOGETHER
Ready to stand apart in your category? Let's make them dream with their eyes open.
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