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.
The Japanese-based photo-sharing app FamilyAlbum, isn’t yet a household name in the U.S., but it does boast 23 million subscribers. To help break into the U.S., the brand recently teamed up with creative agency Familiar Creatures to launch its first major marketing campaign in the market.
The campaign includes this :30--directed by Jordan Rodericks via SpangTV--which portrays the pressure a new mother faces as family and friends demand photos of her newborn, immediately after birth, reflecting the high expectations for immediate photo-sharing in today’s connected world.
The satirical tone of the video is designed to capture the humor in real-life situations while promoting the user-friendly interface and stress-relief that FamilyAlbum provides along with free, unlimited storage.
The campaign is tailored for busy families who want a straightforward solution to store and share important moments without overwhelming social media feeds or worrying about privacy.
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