case study 002

 

BE CUREAGEOUS

CASE STUDY 002 - TELEMEDICINE AND RISK EDUCATION VIDEO - ABBVIE

What was the need?

The client needed to create an informational piece surrounding an uplifting and empowering message, and acting to encourage and educate patients about getting tested for hepatitis C (also known as Hep C and HCV). Additionally, they needed a CTA about the ability to get cured with existing treatments and hit an extremely wide demographic.

What was the role?

I was the lead visual designer, motion designer, storyboard artist, producer, director, and voice director.

What did we make?

A 4-minute video of infographic and character animation in a consistent style, evoking a multi-demographic cast in a simplified, friendly style, including ethnic, age, and gender diversity, and creating “superhero” messaging and aesthetics.

What were the tools?

  • Adobe Animate

  • Adobe Illustrator

  • Adobe Afer Effects

  • Adobe Premiere Pro

  • Procreate

How did it happen?

Preproduction and Concepting

This project required character animation, full design and illustration, and infographic animation, all in a consistent style. The project required voice-over performance, full style breakdown, storyboarding, and a crew of 7 to be hired (3 character animators, 1 background artist, 2 motion graphics animators, and a compositor). After working with the company’s copy team on ideation and script, I created several style treatments.

Production and Design

After the final style selection, I vetted and hired our crew, while simultaneously creating the full storyboard for the video. I then lead both direction and the animation and compositing processes through 4 rounds of review, casting, and voice recording and editing.

What we were able to create was the “Be CUREageous” informational video, showing a more relatable and heroic approach to encourage sufferers of HCV to get tested and seek a cure.

Results

The client was able to deploy the video as part of informational sites, recruitment, and informational campaigns.

Takeaways

It was an excellent opportunity to direct an animation crew, create a hybrid between 2D handdrawn and puppet-based character animation, and more industry-standard infographics, as well as dynamic titles, textures, and transitions.