Optimum Medical approached us to conceptualise and produce two films that would promote the ‘Delivered’ and ‘Shop’ services for their urology products.
We wanted to create two films that could work as a pair and complement Optimum Medical’s existing youthful brand. We gave focus to the customer in the ‘Shop’ film and personal advisor in the ‘Delivered’ film and used these along with the appealing visuals to portray the services and products as reliable and desirable.
With a clear understanding of our brief and audience, a couple of concepts and scripts, we were able to hit upon the final idea and began quickly storyboarding the production.
The pieces were quite complex and would need to have a concise visual to work out the choreography of the artists that would work with the intended motion graphics. During filming we spray-painted a hula hoop green and stuck markers on the reverse so the artist could have clear touch points for where the icons would appear or needed to end up. These would ultimately be removed in post-production. With our talented actors we were able to quickly choreograph the movements. Their actions needed to be split up in to a number of scenes that could be neatly joined together in post so there would be no noticeable shift during the transitions.
As a motion graphics heavy project, a major part of the project lied in the development of the motion design and illustration.
Edits and voiceover were initially done to ensure timings could be worked to. From there we took the project in to Adobe Photoshop and Illustrator for the icons and backgrounds. Then to Adobe After Effects to develop the motion design and put the scenes together. The final part was sound design which tied the pieces together.
Concept and written by : Wayland Donlan
Cinematography : Adrian Ray
Producer/ Director : Wayland Donlan
Technical Assistant : Mezz Davies
Make-up : Julia Jeckell
Shop customer : Julie Lowery
Delivered advisor : Nicky Campbell
Illustration and motion graphics : Wayland Donlan
Voiceover and Sound Design : Adam-Nabarro Steel
Optimum Medical were looking for a series of ‘how-to’ films to show customers how products from their urology range are used.
Working closely with the client we conceived a way to display the range in an upbeat and interesting form while giving a practical p.o.v. to demonstrate the products.
Filming 9 films in just 3 days was only achieved once we thoroughly understood the products and produced a comprehensive shooting list. We produced a style guide to work to, so we knew how text would be placed in post and so the client could visualise the final product.
Producer / Director : Wayland Donlan
Cinematography : Adrian Ray
Assistant : Mezz Davies
Concept and creative : Wayland Donlan
Edit and animation : Wayland Donlan
Female model : Julie Lowery
Male model : Gary Proctor
