Scope of Work
IMC Medcom were briefed by AstraZeneca to come up with 3 short films to be shown at seminars and presentations to highlight the debilitating effects of heart disease. They wanted to create an awareness by using real life case studies and stories of how this disease can impact on people's lives.
The IMC creative team decided the best way to approach this was rather than film the people, create simple animations to create an empathy, emotion and overall warmth to help people relate to the characters better.
So, scripts were written and once the VO was signed off the Art Director then created a story board and come up with some illustration styles to best fit with their creative vision.
So, scripts were written and once the VO was signed off the Art Director then created a story board and come up with some illustration styles to best fit with their creative vision.
This is where I came in, working closely with the Art Director, Production Director and Animators we developed the illustration style and from photographs of the real people the illustrations of the characters were created. Then liaising with animators and again working with and from the Art Director story boards I designed and illustrated the keyframes illustration for the animators to use to create the final films.
The animations went down a storm with AstraZeneca and they have commissioned 3 more to highlighting the effects of kidney disease. This was an exciting and very fulfilling job to work on from my perspective. I have a passion for illustration and although I’ve created work for myself and my own projects, I never been commissioned specifically to create something on this scale.
IMC Medcoms - AstraZeneca
Illustrations • Art Direction
Illustrations • Art Direction
