Desert Oasis Healthcare is the closest thing we have to an in-house production relationship. Rather than commissioning a film when something needs promoting, they treat video as a standing capability and we cover everything from long-form documentary to broadcast segments.

The documentaries are the hardest and the most interesting part. A film that runs close to half an hour about a health subject has to be made like journalism, not marketing. That means finding people with a real story, filming interviews that are allowed to be slow, and cutting for the point at which a viewer decides to keep watching rather than for a run time.

The Alzheimer’s documentary is the clearest example. It is a subject that is easy to handle badly. The film works because the people in it were given room to talk and the edit did not rush them.

Alongside the documentaries there is a recurring video podcast, promotional films for services and campaigns, and segments produced to broadcast specification for CBS and FOX. Broadcast is a different discipline again: fixed durations, delivery specs and a clock that does not move.

The value of a relationship like this is that nothing starts from zero. The crew knows the buildings, the staff know the crew, and a shoot that would take a day of orientation with a new supplier starts on time.