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From the Heart to the Core

Highlighting the Montreal Heart Institute’s human and scientific excellence.

  • CLIENT Montreal Heart Institute
  • Industry Types Government & Public Institutions
    Community Organizations & Foundations
    Healthcare & Pharmaceuticals
  • Video Types Educational & Training
    Corporate & Brand Image
    Awareness & Advocacy
    Brand Documentary
    Interactive & Immersive

Context

A world-class leader in cardiovascular medicine, the Montreal Heart Institute (MHI) remains surprisingly unknown to the general public. The Foundation’s goal was to rekindle donor pride while expanding the Institute’s reach to a wider audience. That’s the spirit in which our first mandate began.

Strategy

To showcase the human and scientific expertise of the MHI, we designed a documentary-style brand film, hosted by renowned journalist Bernard Derome. We created a sensitive, human-centered piece that draws viewers into the fascinating world of heart medicine. Initially produced as a 45-minute documentary for television, the project was adapted into a 6-minute version for the prestigious Bal des Vin-Cœurs, and then further reimagined for social platforms. One powerful story, strategically tailored for every audience and context.

Results

The event version of Du cœur au ventre was warmly received by the 900 distinguished guests attending the Bal. On social media, it helped strengthen the Institute’s image of excellence. Broadcast between 2017 and 2020 on Bell Media specialty channels (Canal D, Canal Vie and web), the full-length documentary reached an estimated audience of over 200,000 people. A strong testament to the power of video to amplify a mission and create lasting connections.

Snapshots
of The
Project

A picture is worth a thousand words. Explore a curated selection of moments that showcase our craft, our people, and the impact we create.

Cyclist – Gérard-Louis Robert

Champion cyclist Gérard-Louis Robert emerges from a tunnel — a powerful image of resilience and determination.

Interview – Dr. Jean-Claude Tardif

Bernard Derome in conversation with renowned cardiologist and researcher Dr. Jean-Claude Tardif — a look into the future of heart medicine.

More Than
a Project:
A Collaboration

At 2Square, we believe in the power of partnerships. We're not just committed to helping our customers achieve short-term goals, but to laying the foundations for lasting, mutually beneficial collaboration. Discover other outstanding projects created with the same partner.

TV Promo – Canal D

Hosted by Ghislain Taschereau, this promotional segment aired on Canal D to announce the premiere of Du cœur au ventre. Featured in the Jeudi Docu-D  lineup, it helped position the Montreal Heart Institute with a broad national audience. A strategic presence on a top specialty channel to amplify the Institute’s visibility.

RCR: Let’s Talk About It

The Clinical Ethics Committee of the Montreal Heart Institute commissioned a video to help initiate sensitive conversations about cardiac resuscitation (CPR). The goal: provide a clear, empathetic tool to support discussion between patients and medical teams about whether or not to be resuscitated during a cardiac arrest.
Hosted by Dr. Alain Vadeboncoeur and Dr. Michel White, the bilingual capsules are designed for individual viewing on iPads and in patient rooms.

A short promotional clip is viewable here. The full capsules remain confidential to respect their clinical intent.

Let’s Talk About Goals of Care - Interactive Training

We are actually producing a series of interactive video modules for the Montreal Heart Institute and IUCPQ, designed to help healthcare professionals navigate ethical decision-making

Inspired by the “choose your own adventure” concept, the learner’s decisions shape how each scenario unfolds.

Let’s Talk About Goals of Care_Situation 4

The script development process was co-created with members of the participating institutions’ ethics committees. Our mandate includes full video production as well as the development of a responsive web app for a smooth, intuitive, and engaging experience.

Videos coming soon!

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Engineered for Performance: Industrial Presentation

Metalium

Choose the right bin!

Brossard

SOCIAL

Old Montreal

  • 85, Saint-Paul West Sreet
    Montreal, QC
    H2Y 3V4
    (514) 525-1024

Plateau Mont-Royal

  • 5255, Garnier Sreet
    Montreal, Qc
    H2J 3T3
    (514) 525-1024

Executive Producers