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MYNE-ING CREATIVITY
Illustration, Animation, Sound Design, Asset Design
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What if there was a world where we could cut lung-cancer deaths in half by preemptively screening those who were pre-dispositioned to it; whether by genetics, lifestyle, or merely environmental factors? With today's healthcare records transitioning from filing cabinets in hospital basements to cloud-based digital databases, one company saw an opportunity to create a machine-learning system to explore the information for previously unrecognized correlations.
MedMyne came to us with an excitement and vigor we just couldn't ignore, and together we set off to create an informative animation that eloquently encapsulates their complex business solutions into a playful and fun video that anyone could easily understand. We began with writing a script and settled on a colorful, soft design language for our protagonist to live in. We had a blast dreaming up such endearing little characters and in the end, the final animation was just what the doctor ordered.
In creating this campaign, Oculus had to craft over 100 unique objects in order to populate the world of each scene. Each one was drawn individually and animated with care to help tell the story. Our goal is to draw your eye to something new you hadn’t noticed before every time you watch it. MedMyne really let us have fun with this project, and as a result, we feel the charm shines through.
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When working with animations, one thing that is of utmost importance is creating a sense of emotion, even if that means through inanimate objects. For instance, in a live-action commercial, the audience can easily relate to the protagonist through his or her body language, facial expression, and eyes. When working with illustrations, it’s always important to exaggerate for clarity. In addition, just like set dressing on a practical shoot adds context and mood, giving those objects their own supportive emotions in animation helps drive the story forward. We end up becoming quite fond of these little characters, even if it is in our own little anthropomorphic way.
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It’s important to us that we create characters we feel most of our target demographic can identify with. In this instance we chose a female who works in a hospital – she’s overworked and stressed about having to input, manage, or search through clinical records. In the video, we can see this is a common thing that is required of her year round, and sometimes requires overtime or burning the midnight oil to complete. In the end, we successfully introduce a problem, identify a fix, and finally show her and the audience exactly how to acquire that fix.
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We live to tell stories that connect us all as individuals, and love to flex those creative muscles in new directions with each project. But it’s ultimately even more empowering and fulfilling to flex those muscles to help expand awareness of an important, and possibly life-saving, breakthrough. We were honored to be a part of this movement, and hope our part helps spread new awareness about these amazing new machine-learning, and ultimately life-saving advances.
