TYSABRI

We were asked by New York agencies Link9 and Patients & Purpose to create a series of films showcasing patients ‘inner animal spirits’ for Tysabri. With interviews and sympathetic FX animation linked to their gestures, the videos culminated in larger-than-life reveals of the animal they each identified with. The scripts were such a refreshing and colourful creative direction for a pharmaceutical campaign that we were instantly hooked. After talking with the patients, we chose and designed animals with the strongest connections to their personalities.

After a two-day shoot in Atlanta and editing in New York, we worked remotely with our team of top animators who specialised in traditional ‘straight ahead’ 2D animation to create the fluid ‘full’ movements that the agency was super keen on. With 20 films in total, we had to make sure everybody was totally happy at each stage of the project before moving on (from line tests, clean up through to colouring) because of the heavily detailed designs and hand-drawn fluid animation, it wasn’t something that could easily be tweaked! It was such a meaningful online and print campaign for us to produce, with its cool combination of visual branding and connectable stories - I think it really elevates and celebrates what they’re achieving at Tysabri.