First In Man Film

ZAP-X® is a non-invasive alternative to surgery and traditional radiation therapy. In other words, it’s a precise robotic tool for treating cancers in the brain without any cutting. At this point, the device was still in the development phase. It hadn’t been proven. No one had undergone treatment. And John Adler, the famed neurosurgeon and founder, wanted the documentary film in weeks.

When Dr. Alder and his team reached out to OVO, ZAP-X was installed in only one hospital; the acclaimed Barrow Brain and Spine in Phoenix, Arizona. Filming within the hospital commons was virtually impossible, and because the innovative device employed radiation as its core means of treatment, the state of Arizona had not yet approved its use. In fact, the ZAP-X device wasn’t even plugged into the wall. It was that new. And lastly, we had no patient story because we had no patient. Yet.

Fast forward a few weeks. Enter Bill Richardson.

Following multiple surgeries for aggressive brain tumors and infections, Bill Richardson seems to be a recurring host for an uninvited enemy. Many of his previous procedures for removal of tumors were deemed successful. And yet after each, another tumor would eventually bare its potentially deadly teeth. Time after time, Bill seemed to beat the odds. He kept going. He kept smiling. He persevered in both his business and his passion in rebuilding and restoring vintage Porsches for clients who demanded Bill’s rare attention to detail. His shop was his respite.

So it was decided; Bill Richardson would be our first patient. Or in the parlance of astronauts and medical test cases, our “First In Man.”

In the weeks leading up to filming, we were fortunate enough to spend time with Bill, his family, and his friends at his home, on the road, and in and around his shop. His mild demeanor and seemingly unbreakable spirit proved remarkable.

We had found our patient and the story and it was time to begin stitching the narrative together.

With a limited budget and an ever-pressing timeline, OVO turned to some talented friends and collaborators to address the task of writing and directing the film over a few short weeks. Logistics were ironed out. Scripts were drafted, scrapped, and drafted again. Ryan Durant, founding partner at OVO would direct. Paul Manley of Tonal Productions, who was family and a long-time OVO collaborator, would direct photography and edit, along with camera operators Brian Bossert and Chris Parkinson. And Tom Hagerman, best known for his multi-instrumental work with the Grammy-nominated rock band, DeVotchKa, would score the film.

And so First In Man was born.

Supported by interviews with Barrow Brain and Spine neurosurgeons, Dr. F. David Barranco and Dr. Peter Nakagi, and radiation oncologist, Dr. Igor Barani and key members of the ZAP development team, First In Man follows Bill as he prepares for the procedure, along with the many people closest to him who were there throughout the journey.

Creation of the film was the primary goal. Promoting it would be the next critical step in its success.

Promoting the First in Man Film

It’s important to note that the documentary film was produced to introduce and promote ZAP-X. And yet, the vision for following the very first patient during the first treatment meant that the resulting documentary was far from a corporate film, but rather a story in which the medical device was a supporting character. Mr. Richardson was its primary subject. For a young company to commit to storytelling of this manner required courage and all too often, corporate metrics dictate a “story” based on features and benefits rather than what it truly means to be human. ZAP stayed true to their vision and to their promise. In doing so, the company far exceeded its audience reach and awareness.

To date, the twelve-minute short, First In Man has debuted at Silicon Valley International Film Festival in San Francisco. The film was selected for screening at the FEEDBACK Film Festival in Los Angeles and Toronto, the Short. Sweet. Film Fest. in Cleveland, Ohio, the Los Angeles Short Film Festival. First In Man is also an official selection of the Oregon Short Film Fest in Portland, Oregon, where it was a Best Short Film finalist.

By way of our submissions to select independent film festivals and the resulting earned media, OVO led all promotional efforts for First In Man on behalf of ZAP. A coordinated social media campaign—primarily leveraging Facebook and Instagram—was further supported by press releases, SEO, digital banners and shareable posts, in turn, garnering more than 70,000 views of the film on YouTube so far. Interest continues to build, far exceeding the original goals of ZAP.

The website OVO also developed for the film provides a comprehensive look at the people and efforts behind First In Man and remains the most effective entry for those looking to learn more about ZAP-X.

OVO believes that film is such a powerful medium for brand-focused storytelling and the early success of First In Man is proving that our clients do, too. We are eager to launch other, similar film projects in the coming year.