It is hard to pinpoint just when Ross Hendler has time to exhale. As the creative director of La Jolla-based Raw Productions, the multimedia guru always has something new up his sleeve. Lately, the rapid growth of the two-year-old company has media big-shots like CNN, The Los Angeles Times, The Wasington Post and others buzzing about the team’s latest accomplishment: dubbed the first internet reality show, “13 weeks” is showing on nursetv.com.

Hendler said the internet segments are more like mini-documentaries. “Nurse TV” primarily fulfills two goals. It curbs the California nursing shortage by showcasing the accomplishments of six travel nurses with Access Nurses and the segment explores corporate reality shows via Webisodes. Applications increased by 20 percent after the show launched, according to Access Nurses.

Hendler is now focusing on innovative ways to create corporate-branded shows for businesses while using product placement. Also, the company emphasizes the importance of staying up-to-date on technological advancements since clients’ need change.

“If a client wants something in a certain way there are so many different formats,” he said. “You need to know what’s going on even [with] the more obscure [technologies].”

Former clients include Vyrex Corporation, Neurocrine Biosciences and Magnifi Group, Inc., among others. Pay attention to the work of Raw Productions. Hendler’s technological expertise combined with the company’s network of the county’s greatest talent, is causing the company to advance quickly as a standout player.

“We want to keep thing’s creative,” Hendler said. “We stay away from the formulaic boilerplate style in order to keep things fresh”.