Bringing life to a personal story with motion techniques.
Above: CML patients helped to see the benefit of treatment.
Chronic Myeloid Leukemia (CML) is a form of cancer which develops in white blood cells and bone marrow. Diagnosis can be devastating, although if caught at a reasonable stage, successful treatment is available.
Shoot You were asked to produce a video to get across the possibilities for individual progress. People often still think of leukemia as either a childhood disease, or an incurable one with a sole outcome.
Video would be a valuable way to spread the message that neither of those beliefs is accurate and positive progress is a realistic option.
An individual case study is a great way to get across medical messages, although following a real case would be a long term project and risks personal views on the case being shown.
Animation was seen by all as a useful alternative. An opportunity to create a study without having to inconvenience a real person and without them being judged, only the message in mind.
Our client ensured we had realistic information to build a scenario. A story of life going on and confidence developing after diagnosis, the modern reality for a number of people with CML.
The case outline became a firm script, then an initial voiceover, recorded in our sound studio. A series of still images the first stage in turning this into visual, animated content.
Giving hand drawn animation movement is an interesting technique, especially when portraying characters. Their lives suited to a more dynamic approach than can be the case with hand drawn images.
A combination of careful manipulation and timing used to add motion in a harmonious way, focusing attention on the story being told.
Animated video production is often about timing. A few adjustments were made to ensure every image and aspect of motion matched the narration.
This final polish and a professional recording of the initial voiceover completed the production of a valuable video. One that could share a warranted and real message of hope.
We understand this video has proven popular, more so than those explaining CML in a medical sense. Of course they have a place, people do want to understand, they also want to look forward.
Shoot You were pleased to be asked to produce this video and we hope the content does help people with CML look forward, to restart their lives.