Novartis is an innovative medicines company, working to reimagine medicine to improve and extend people's lives by empowering patients and healthcare professionals. One cause in particular they are working to combat is heart failure, which affects about 400,000 Australians and, without proper treatment, can result in hospitalisation or even early death.
We were engaged by Ward7 to craft an emotive narrative film that raises awareness of early intervention to undo the damage of heart failure. The film was designed to show doctors key moments where their decisions can change the course of a heart failure patient's life.
Using Ward7's 'Reversal' concept, we track a heart failure patient's life backwards through time, from their moment of death back to their first sign of symptoms. Using a combination of stock photography, footage and custom illustration, we were able to create a fictional patient for viewers to engage and empathise with, offering glimpses of their experiences and relevant data that highlights pivotal moments in their treatment timeline. By doing so we aimed to highlight these milestone junctures that could result in better treatment or prevention of heart failure right from the start.
Using Ward7's 'Reversal' concept, we track a heart failure patient's life backwards through time, from their moment of death back to their first sign of symptoms. Using a combination of stock photography, footage and custom illustration, we were able to create a fictional patient for viewers to engage and empathise with, offering glimpses of their experiences and relevant data that highlights pivotal moments in their treatment timeline. By doing so we aimed to highlight these milestone junctures that could result in better treatment or prevention of heart failure right from the start.
Credits
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Client — Novartis
Agency — Ward7
Animation — Never Sit Still
Sound Design — Smith & Western
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Studio Director — Mike Tosetto
Sound Design — Smith & Western
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Studio Director — Mike Tosetto
Producer — Darcy Green
Project Lead — Ben Walker
R&D / Design — Ben Walker, Sylvia Leo, Chantelle Micallef, Mulanne Phan
Motion — Ben Walker, Alex Barnet, Sylvia Leo, Mulanne Phan
Illustration — Sylvia Leo
Project Lead — Ben Walker
R&D / Design — Ben Walker, Sylvia Leo, Chantelle Micallef, Mulanne Phan
Motion — Ben Walker, Alex Barnet, Sylvia Leo, Mulanne Phan
Illustration — Sylvia Leo
MOTION SELECTS
Selects from final video.
ILLUSTRATION DEVELOPMENT
Final motion illustrations.
Additional frame-by-frame exploration: styleframe, motion WIPs & final.
Exploration of tonality, contrast & level of detail.
Early exploration of more detailed, painterly style (incl. reference).
MOTION DESIGN
Final motion design of typographic stats/supers.
Motion tests of stats/supers, exploring movement style & frame rate.
Treatment of handwritten supers & gestural elements.
PHOTOGRAPHY TREATMENT
Cinemagraph-style parallax treatment of stills for added motion & depth.
STYLEFRAME DEVELOPMENT
Developed styleframes exploring tactile textures, gestural elements & use of colour.
Early styleframes exploring news-inspired layouts, typography & timelines.
Early styleframes exploring VHS/film timeline aesthetic.
THANK YOU.
