Weber Shandwick: Think About Your Eyes

Man with VR headset. Still image from a recent video created for Essilor

Think About Your Eyes
A Virtual Reality Experience

December 2, 2016

Weber Shandwick Southwest has proven that virtual reality (VR) devices like the HTC Vive and Oculus Rift can be a powerful medium for advertising – specifically consumer education – by placing users in someone else’s shoes.

Weber Shandwick Southwest used a virtual reality experience on behalf of their client Essilor of America to show parents first-hand what life in a classroom is like with impaired vision. Parents were able to experience what it was like to see a chalkboard from the back of the classroom with different types of vision problems. They were also asked to perform basic classroom tasks with those same impairments. Overall, the parents’ experience reinforced a core message for Essilor: If you want your child to succeed in school, have their eyes checked every year!

This campaign is a great example of what to do with emerging technologies: Find the new, unique opportunities to communicate your message and utilize that to your client’s advantage. Weber’s campaign utilized Virtual Reality’s powerful ability to incite empathy to deliver a strong brand message.

For these reasons, the Think About Your Eyes campaign is definitely Work We Admire !

Weber Shandwick Southwest

Joe Childress, Michael Kontry

August 2016

Essilor of America Recruiting

woman at desk still from a recent video production

Branding and Recruiting Videos

September 16, 2016

EOA wanted thoughtful storytelling at the heart of their recruiting process. Byline visited the EOA campus near Dallas, TX to capture employees at work and ultimately communicate a piece of the Essilor story to future employees.

Bank of America – “Partnerships”

Beautiful still from a video production for a banking client

BOA – Strengthening Partnerships

July 15, 2016

Byline handled all post-production on this project, including editorial, sound design, music licensing, color grading, VO, and final delivery.

Produced by Joe Childress and Michael Kontry at Weber Shandwick Southwest. Shot by Ben Jarvis on RED Weapon 8K Helium.

Tenet Heroes

A video still from a recent video project - this image shows a waterfall at yosemite national park


Tenet Heroes



Tenet Health

Grady Moore


Scope of Work
Creative Planning
Travel Management

Director of Photography
Location Sound
Assistant Producer/PA
Equipment Rental

Color Grading
Sound Design/Mix
Music Licensing
Professional Voiceover

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The Great American Brand

The Great American Branded Video



American Airlines Group

Weber Shandwick Southwest

Michael Kontry

Grady Moore

Color Grading
Music Licensing
Sound Mix

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Essilor | Consumer Guided Journey

Enhancing Internal Video Comms

January 15, 2016

Large organizations can use video communications to roll out new initiatives. In this case, Essilor needed a strong visual representation of their Consumer Guided Journey.

Byline took a written marketing plan and transformed it into a branded visual that not only communicated their strategy, but also demonstrated how this process had already been successfully initiated the year before. This was shown at their annual conference.

Branding a Healthcare Revolution

Table of branded products for healthcare clients

Branding a Revolution in Medicine

JANUARY 5, 2017

It is now possible to monitor the central nervous system during surgery with Revolution Monitoring (IONM). This helps to ensure patient safety as well as provide valuable real-time guidance and feedback to the attending physician. Because of the success of IONM in improving neurosurgical outcomes, Revolution Monitoring is now used for many other types of surgeries as well.

As one doctor put it, “Revolution Monitoring is like my eyes and ears on the inside. They see things change before we can detect them on the outside.”

A certified neurophysiologist (CNIM) from Revolution Monitoring comes into a surgery to monitor your nervous system. They are a tool for the surgeon to know how your nervous system is working. They can detect a possible bad outcome before it happens and recommend intervention to give you (the patient) the best possible outcome. Often times, they can detect complications and repair them before they become a real problem. This reduces the potential for further surgeries. They can let the surgeon know where it is safe to place instruments and make cuts. They also work closely with anesthesiologists to ensure you (the patient) stay asleep and also ensure you do not lose limb function from as a result of the way you are placed on the operating table.

Revolution Monitoring was a startup company when its founder came to us in May 2014. He had the name of his company, a strong vision for positively impacting healthcare, and a sudden need for a logo. “I need to look professional…and fast,” he said.

This is a very regular place for entrepreneurs to start.  It’s usually a simple need – like a logo, business card, or website – that propels them either into the very intentional or, more typically, very unintentional process of building a brand.

Unfortunately, haste when building a brand is very ill advised – because you don’t get a second chance to – you know – make a first impression. So often times designers are stuck revising or evolving an existing brand. That could include an unfortunate name, website url, or logo – just to name a few.

Yet, entrepreneurs are good at sensing opportunity and that may or may not include the appropriate amount of time to build a brand.  Business is primary, brand is secondary – we get that.  And, so, the design process doesn’t always happen in comfortable, inspiring settings. Wouldn’t it be amazing to dream and design a brand over the course of several weeks from your Frank Lloyd Wright summer home or minimalist retreat in Marfa? Those are nice, of course, and perhaps optimal. But, often times, design is just plain hard work on an impossible deadline because you want your clients to be successful.

And it was fortunate that Revolution Monitoring came to us when they did. We were able to help build their brand at the same time they were building their business.

And that brand would soon become very important.

Revolution Monitoring grew quickly in 2015 and 2016.  The combination of cutting edge technology and industry-best service meant that doctors wanted them in the room and patients requested their services by name.

We felt their was an opportunity to educate the public directly about what they do.  Why couldn’t a high value service provider like Revolution market themselves in the same way that  drug companies market their services?  In both cases, physicians need to make the actual request, but having patients ask for the product or service by name doesn’t hurt either!  If you want proof, just look at Pfizer’s annual marketing budget.  Wouldn’t patients want their surgeons to have the absolute best tools when they go into surgery?

Luckily, we had already positioned Revolution Monitoring as a national healthcare brand, so much of the work had already been done by the time we launched an aggressive television campaign.  We decided that the best way to communicate Revolution Monitoring’s products and services was through the voice of its partner physicians.  We approached highly credible surgeons and asked them to endorse Revolution Monitoring in an advertising campaign.  They already loved the service, so it wasn’t a tough sell.

The Revolution Monitoring brand went on to be seen over 30 million times on television in 2016 alone.  And the future continues to be bright for this revolutionary brand.

You can learn more about the brand and the service at –