Mayo Clinic continues to position itself as a beacon of hope for patients with its latest extension to the “You Know Where to Go” campaign in partnership with actress and activist Viola Davis who provides the voiceover.
This new piece titled “The Power of Answers” aims to visualize the impact of certainty on a mind consumed by the unknown.
TBWAChiatDay NY and production company Psyop developed the images seen in the film taking inspiration from imaging tractography software (Trackvis), MRI data and 3D modeling. The result is a scientifically informed artistic interpretation of the power of an answer in a patient’s mind. Shane Griffin of Psyop directed.
Walter Connelly, TBWAChiatDay NY executive creative director, said, “We wanted to fuse science and art to show the journey of the unknown to the known. The visualization of a beautiful collection of synapses firing was the red thread throughout the work, tying everything together. It illustrates the power of an answer, the power of Mayo Clinic.”
Credits
Client Mayo Clinic Agency TBWAChiatDay New York Chris Beresford-Hill, chief creative officer; John Doris, head of integrated production; Walter Connelly, executive creative director; Shannon Murphy, associate creative director; Alli Walker, associate copywriter; Royston Ang, sr. art director; Ashley Veltre, associate creative director/art director; Holden Rasche, associate creative director/copywriter; Belen Aragon, associate art director; Ruganzu “Riggs” Howard, sr. producer; John Gibson, executive strategy director; Nus Madraswala, strategy director; Carlin Dixon, strategist. Production Company Psyop Shane Griffin, director; Andrew Linsk, exec producer; Angela Foster, sr. producer. Audio Wave Chris Afzal, audio engineer; Vicky Ferraro, exec producer. Music Human James Dean Wells, exec producer; Mike Jurasits, creative lead & sound design; Ed Dunne, composer; Jonathan Hubbell, additional arranging; Daryl Pinsdorf, sound design.
Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”
Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?
The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.
The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More
