Cream was approached by Wunderman Thompson DC to create an animated TV spot that visualizes the desolate journey of someone suffering with Interstitial Lung Disease (ILD). It aired during a documentary on lung disease and its purpose was to target those who can relate. ILD is a terminal disease that is notoriously difficult to diagnose, and takes an emotional toll on those who are struggling to find answers. Lungs & You offers patients support, resources and guidance and greatly improves their outlook for the precious remaining years they have left.
Here’s the case study with more details about the creative process behind this animated TV spot.
Story Development
The client had a story outline they wanted us to visualize. We follow a person’s frustrating journey as they look for direction, answers and hope through rough terrains and finally into a peaceful environment. Below you’ll see our V1 storyboards which included multiple camera angles to add interest and mystery as each scene is revealed.
Character Development
Our challenge was to create a character that the audience can relate to and empathize with. In the first few scenes he is alone in a drab and desolate place. Confused and frustrated by all of the different paths he could take, he pushes onward despite his struggle to breathe at times. A gentle breeze blows into frame and begins to lead him in the right direction for the remainder of his journey. This new personified companion represents the guidance of Lungs & You. As our character takes each step the breeze is always close by showing him the way. He is finally lead to a lush landscape that feels promising. His outlook is bright, and he's ready for the next chapter in his life.
Environmental Design
Our character’s journey from a desolate terrain into a lush and lively environment is a visual metaphor. Therefore, the background design had to be given a lot of attention.
Lighting & Effects
We decided to bring the environment to life even further by adding lighting and effects that would take the viewer out of the “cartoon” world, and into a more relatable realm. To us, the lighting effects helped to enhance the scenery, while also unifying the character to his environment.
This was a challenging, yet very rewarding project. Lungs & You offers patients support, resources and guidance and greatly improves their outlook for the precious remaining years they have left.
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