A connected campaign, built around emotional storytelling, was the way to win back the hearts and minds of a sales force. Image Media launched a communications strategy designed to reach the field sales organization wherever and whenever they needed to access the content. The foundation of the campaign was the development of a tagline and branding that crystalized their new patient vision into a series of branded motion graphics. We produced videos that amplified the product’s enormous impact on patients and their loved ones, the healthcare community, and the Company’s own employees with deeply personal ties to the mission. Finally, we scripted and coached patients to share testimonials around their challenges, hopes and dreams. Seeing the story through the eyes of so many diverse stakeholders created a more aligned, confident and inspired sales team.