Human Spirit

We ponder the origins of the human spirit and where it can take us in this new project Matt directed and shot for Digital Kitchen and their client VCU Medical Center in Richmond, Virginia.  Over three days, Matt shot surgeries, physical therapy, radiology, neurology, neonatal ICU, bikes, bikes and more medical stuff in labs and with real patients and doctors.  VCU Medical is the exclusive medical sponsor for the UCI 2015 World Championships to be held for the first time on American soil next September in Richmond.  This piece merges the idea of precision in training and competition of cycling and the precision of world class healthcare.  Of course geeking out a little bit over the World’s course and bikes was part of Matt’s location scouting demands, but overall being in Richmond was fun and invigorating.  A huge thanks to DK for bringing Matt on board.