Film professor’s TV commercials promote regional healthcare campaign

Liberty University cinematic arts professor Won Novalis said he has been drawn to the art of filmmaking and storytelling since childhood. The artform gives him the unique ability to express ideas and emotions that sometimes cannot be conveyed through words alone.

“I was interested in the way a story can affect people, and that includes commercials that communicate ideas and emotions through the medium,” he said. “Emotions are things that are hard to put in words sometimes, and I think what draws people into films is how it cannot only give information but also bring people emotional knowledge and understanding.”

These emotions are evident in Novalis’ award-winning commercials for Carilion Clinic’s “Curious Campaign,” which showcase the wonder and discovery of childhood and tell how that same curiosity drives the regional healthcare organization as it serves patients today.

The commercials, created by Cry, a production company co-owned by Novalis, became the year’s flagship commercial campaign for Carilion Clinic in the Roanoke, Va., area and were aired in regional Super Bowl ad spots.

The commercials earned seven awards in the 2020 Western Virginia American Advertising Awards, including Best in Show and Best in Broadcast, as well as top TV Campaign, TV Spot, cinematography, and music. Novalis was also recognized for his editing work.

Liberty students and alumni joined Novalis on the project, which lasted several months from start to finish, including the writing, a multi-day shooting schedule, and post-production.

“It was nice to be able to tie in the students as a way to give them real-world experience and bring some alumni who had graduated and started careers in the industry,” Novalis said.

This month will mark Novalis’ second year as a professor in Liberty’s Cinematic Arts — Zaki Gordon Center. Like many other professors at Liberty, Novalis is a working professional who is excited to share his experience in the field with his students.

“The production company helps me continue to have my toe on the professional side of things,” he said.