CASE STUDY: VYVGART up close - MOA/MOD
This award winning MOA/MOD video explained the intricacies of anti-AChR antibody positive generalized myasthenia gravis and how it effects those who suffer from the rare auto-immune disease in a way that captivated viewers attention and makes the science behind the treatment clear and memorable. This video made it through all of the legal reviews from storyboard through to final video with no major revisions.
CLIENT OBJECTIVE: NEW DRUG AWARENESS AND BENEFITS
It is important for pharmaceutical advertising to deliver compelling information without being overly technical. The goal for argenx was to clearly communicate and engage with those who could benefit from their product by showcasing their new and possibly important information in a way that people would not simply skim over it. This was a unique product and needed to be presented in a way that was fresh, clear and imaginative.
SOLUTION: HIGHLY DESIGNED VISUALS
We focused on what we heard from patient feedback and designed a clear and concise story that entertains and educates. All the imagery is carefully designed to be attuned to the subject at hand, but is also playful as it gives a node to cartoon modern styling. It truly stands out in the industry as a one of a kind MOA and MOD video.
RESULT: A NEW EFFECTIVE WAY TO MAKE PHARMA VIDEOS
The audience feed back was overwhelmingly positive. Several patients gMG reported that they felt heard and respected and that they had never seen a video like this. “VYVGART up close” talked to them, not at them. It was not overly sterile and clinical nor did it bury them in science information or technical renderings. It simply states the problem and a treatment that could be beneficial in a clear and engaging way.
AWARDS & ACCOLADES
GOLD TELLY WINNER - NON-BROADCAST - FULLY ANIMATED PIECE | SILVER TELLY WINNER - NON-BROADCAST - USE OF ANIMATION | BRONZE TELLY WINNER - NON-BROADCAST - MOTION GRAPHICS / DESIGN | BRONZE TELLY WINNER - NON-BROADCAST - 3D GRAPHICS/ANIMATION | SILVER TELLY WINNER - NON-BROADCAST - PHARMACEUTICALS | GOLD TELLY WINNER - SOCIAL VIDEO - EDITING | SILVER TELLY WINNER - SOCIAL VIDEO - FULLY ANIMATED PIECE | GOLD TELLY WINNER - SOCIAL VIDEO - ART DIRECTION | SILVER TELLY WINNER - SOCIAL VIDEO - PHARMACEUTICAL
Previsualization and Planning
Here is a little look at some of our behind the scenes process as we journey from artistic interpretations to authoritative illustrations. We balance what is engaging and artistic with the science of the matter, and it’s not a simple job. Here are some examples of characters as they go through the versioning process to land on the perfect solution.
Color Script
We worked up a color script of the entire video to make sure each scene and place in the body had its own unique color and feel. We also wanted to be sure that all of the illustrations worked together as a whole to tell a cohesive story. A well planned pre-production leads to a smooth production.
Hand Drawn Characters and Acting
Our character animation is all animated frame by frame so we can squeeze every bit of nuance possible out of our characters performance. When a topic is sensitive, especially in healthcare, having the ability to fine tune every part of a character’s performance is crucial. This is a key to engaging with the audience and making them feeling heard. Correctly portraying issues they may have will draw them into the story.
One of the best ways to connect the brain and the heart to reach an audience is with a unique style, memorable characters, and a conversational tone. All of those are present here and they truly make a difference.