Lexington, KY
Time to Pivot is a 30-second healthcare recruitment spot created for Commerce Lexington’s The Lex Factor initiative. Aimed at people considering a new career path, the film pairs an encouraging voiceover with grounded scenes of patient care, training and the day-to-day environment of a certified nursing assistant.
The message is direct: as healthcare evolves, the industry needs committed people ready to take the next step. Rather than presenting a career change as effortless, the spot acknowledges the work involved and invites viewers to begin a meaningful healthcare career by becoming a CNA.
Kismet Marketing developed the campaign with Commerce Lexington, and RAPT handled production and post-production. The spot was filmed in March 2022 at St. Joseph East Hospital as part of a coordinated, multi-day CNA recruitment campaign featuring healthcare settings and working professionals.
The production delivered a primary 30-second film along with a concise 15-second cutdown for the campaign’s media rollout. Cinematic hospital imagery, practical care details and clear on-screen messaging gave the piece an authentic sense of place while keeping the call to action immediate and accessible.
