PROJECT TITLE: SAFINAMIDE 'GRAVITY TREE'
AGENCY: MCCANN HEALTHCARE, LONDON
CREATIVE DIRECTION: TAYLOR JAMES
Working alongside McCann Healthcare, we were commissioned initially to create just two print images for this campaign on behalf of Safinamide, a candidate drug against Alzheimer’s. The print campaign was to be used in conjunction with a national healthcare conference in the US. The clients were so happy with the outcome of the print images that they commissioned us to create an additional animation for the conference and complete all final editing.The campaign was directed at audiences in the medical arena. The concept revolved around Newton’s apple tree and gravity but reversed, and the animation saw the apples falling off the tree up the way instead of down. Both print and animation was completely created in CGI.
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