Keeping It Real - Medical Trial Testing
Client: Wooley Pau Gyro
Please Note; due to Pharmaceutical Industry Regulations we are unable to show you the video with original audio or client logo. This is our own version with our own music and script based on no medical evidence or facts, it's just to present our work.
A corporate film for a pharmaceutical company with art direction from Graham Carter.
Debuted at an International medical conference, this animated film harnesses Graham’s imaginative yet humorous direction and vision. By placing quirky 2D characters into a Jetsons-inspired 3D world, we highlighted the disparity between different trial techniques told through the story of ‘Pete’ and his friends 'Fred, Ned and Ted’....and everyone else.
|Concept & Direction:||
Simon Armstrong &
|Art Direction:||Graham Carter|
|Animation Direction:||Simon Armstrong|
|Project Production:||Samantha Armstrong|
I used colour to denote the positive and negative of the two options presented in the video.
Here we see the standard practice using testing centres. The palette was suitably drab, pale
and clinical. The conveyor belt denoting the formulaic and subsequently generic way that
data is collected from the subjects - who themselves all look the same and not a true
reflection of a real society.
Graham Carter - Co-Director / Designer
EMBRACING THE PROCESS
‘We wanted to replicate Grahams’ creative printing processes as that
was what drew the client in. It's also a key stylistic theme in Graham's
work which we felt needed to come through in this world.
We broke the textures in different layers and placed them over one
another in the 3D environment. The very way in which they were used
copied not only the aesthetic appearance but the process of applying those
layers in itself - giving us those unexpected yet welcome surprises when
we rendered the sequences. ‘
Simon Armstrong - Co-Director & Lead Animator