CASE STUDY
Petal:
TELLING REAL STORIES
IN HEALTHCARE TECH WITH
DOCUMENTARY-STYLE VIDEO
Iceberg partnered with Petal to create documentary-style healthcare videos that supported a national sales program, built trust across multiple audiences, and produced reusable assets for sales, marketing, and internal teams.
Executive summary
client: Petal
Industry: healthcare tech
the challenge:
Petal was preparing for a major brand launch and needed a video that could clearly communicate their mission to multiple audiences.
As a growing healthcare technology company, they were new to video and unsure of the creative direction that would best represent who they are.
The challenge was to create a story that felt authentic, trustworthy, and flexible enough to work across brand, sales, digital, and internal communications, without overcomplicating the process.
With multiple stakeholders and real healthcare environments, the project required a calm, highly prepared team that could adapt on the fly without disrupting sensitive settings.
why petal
chose iceberg media productions
Experienced, senior-led team approach to pre-production, filming and post-production provided confidence in capabilities
Each time the execution and final result have been flowless. They’re professional, creative, caring and most importantly - incredibly reliable.
- John Kinlin, Client Success Manager
Blue Ant Media
They consistently listen to our needs, communicate clearly and deliver finished products that go above and beyond our expectations.
- Nathan Schlupp, Markerting Specialist
Home Hardware Stores Limited
“The output of the production punched far above its weight in quality and content”
- Lillian Lau, VP Marketing
Dialogue Health
Proven ability to work with work with a range of budgets while still providing multiple high-quality assets to use across multiple channels
Strong communication and collaborative process gave peace of mind and comfort to a client new to video
Proven ability to lead a calm production process through detailed, on-set flexibility and the anticipation of client needs
Proven ability to guide
non-actors through interviews and testimonials
to get the stories clients are looking to tell
Iceberg approached the project with a documentary mindset.
Rather than scripting a message, we focused on letting real people speak in their own words, capturing the human experiences behind Petal’s mission to improve access to care across Canada.
This approach allowed the story to feel honest, emotionally grounded, and clear, while still maintaining a premium visual standard.
From the outset, the content was designed as a system: individual assets for specific audiences, all building into a central brand film that reflected Petal’s values.
THE APPROACH
the result
The final deliverables included a suite of documentary-style video assets, in English and French, that could be used across:
Brand Communications
Sales and Business Development
Digital and Social Channels
Internal Storytelling
Business impact
Helped support Petal’s national sales rollout by providing credible, human-led video assets that sales and marketing teams could confidently use with healthcare stakeholders.
Enabled sales, marketing, and internal teams to work from a shared core story thereby reducing duplication while maintaining cohesive brand messaging across various channels.
Established a repeatable storytelling framework that allowed future testimonial and brand videos to be created quicker and easier.
why it
worked
Authentic stories build trust
Real people outperform scripted messaging
As first-time video clients, our calm, guided process helped Petal’s team feel confident and supported throughout the project
The content helped humanize the brand, communicated credibility, and provided Petal with flexible assets they could use across various platforms to build on as the company grows.
THE VIDEOS
