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.
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick.
The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs.
“I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years.
Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system.
“There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More
