Middlesex Hospital where Tradition meets Technology

Tradition embraces modern technology, infusing both with humanity. That’s the simple truth of, Common Thread, a campaign for, Middlesex Hospital Group, a group so confident of their mandate they could step outside the expected, both in the services they offer and the design they endorse.

Hand drawn, tinted illustrations on aged textured paper is the foundation of Medicine. In centuries gone by and still today they are used with great success to explain new and breakthrough technologies in the medical sciences. These illustrations evoke a feeling of tradition, one that speaks also to the very best of doctor-patient relationships. It’s these traditions that are symbolic of the human touch we all crave when being cared for at a time when we feel at our most vulnerable. In the modern world we also rely on the latest of technologies, placing our trust in the hands of state of the art equipment and expertly trained physicians to eradicate all illnesses and restore us to our healthy selves. This is the mission of a successful hospital group.

In, Common Thread, we seek to embody the very idea of tradition and humanity and weave it into the design style. To add the new to the tried and true and echo that message, creating the dynamic, appealing, all encompassing story of the Middlesex Hospital Group and how it can be the common thread between you and a healthful, long life.

The camera takes us on an upward journey through a series of water color blooms and live action vignettes, where we move, both literally and metaphorically, from a medical treatment to connect, via the common thread, to a place of restored health, a place where a person can fully resume the enjoyment of life. It’s an elegant story with a strong message supported by powerful graphics.

See this :30 second commercial, and its accompanying :15, together with the concurrent media an digital campaign, on the east coast from April.

For Power of Sound a Review Worth Having

When Ian Lumsden, the UK’s most revered animation blogger, reviews your work it’s more than an honour. It’s a testament to his unwavering ability to sort through all noise, and regardless of paid PR, level the playing field. His focus is on good animation and speaks only to that. So, it is in itself a reassurance that even in this commercially overloaded world, and somewhere within the overcrowded bandwidth, there’s a person out there of great wit and intelligence who notices – and some how it makes it all worthwhile.

Thank you Ian for everything you do to promote incredible animation from around the world with no thought of financial gain and industry sway. Yours is a review worth having.

It is a pleasure to see the work of skilled professionals and Jerry van de Beek and Betsy de Fries (littlefluffyclouds) are consummate professionals. Bose: The Power of Sound embraces a host of animation techniques, from 2D to 3D to origami. Jerry is a master, artist and technician both, employing whatever software, or scissors, it takes to convey the message.
Given a high end product like Bose, it figures the one minute piece requires something extra special. Technologically advanced article waveforms emanate from the music itself, scissored horses and cranes soar through the skies and scarlet sampans traverse the ocean; there is even a mathematical Fibonacci sequence of numbers in free flight.
This orchestral and visual feast is a masterclass. I’ve not asked but I guess the ad is linked to the tsunami that hit Japan. The giant wave crashes down and soaring out of the explosion red flowers climb towards the moon. It seems like a rebirth to me, a proud nation responding to devastating adversity.
I need to add that I had intended, and still do, to write about two other ads in the small (in size not stature) California studio’s impressive library of work, one a very traditional cartoon (like they used to do it) and, secondly, a follow-up to an earlier piece I had written about on the blog. But I got waylaid. Jerry, by the way, hails from the Netherlands and Betsy from the UK. It’s warmer in California.

Check out Ian’s blog http://www.animationblog.org/ and spend some time catching up on incredible animations.