UF HEALTH “PROTON THERAPY”

In this dramatic and visceral spot, we show that Proton Therapy does not destroy the healthy tissue surrounding cancer, but instead is targeting the affected cells in a very precise way.

The idea behind this is to explain the abstract and hard to comprehend proton treatment and ground it in the real physical world and hopefully taking the edge off a very stressful and tense moment in someone’s life.

THE MAKING OF

This is the making of and case study for the UF Proton Therapy “Cracking Glass” commercial.

We produced multiple treatments, including storyboards, style frames and did research for various creatives, this helped the client to further home in their messaging. A 3D pre-visualization enabled us to minutely plan the shoot and made it easier for the client to visualize what the finished commercial would look like.

Making of music track by Ali Hashemi / ahtracks.com

CONTRIBUTION

Animatic and development

Live action production and direction

Postproduction, animation, and editorial

CREDITS

Production: Visual Comforts
Director: Michael Wiehart
DP: Matt Workman

Agency: Shepherd
Client: UF Health Proton Therapy Institute
Title: Cracking Glass (UF Proton Therapy TV)
Duration: 30 Seconds