Gold Awards and More for MDSX Missing Person

Created from just three still images, this latest spot for Middlesex Hospital Cancer Center is a tour de force of creative thinking coupled with incredibly skillful animation and effects.

Missing Person tells the story in first person of the tenacious courage of three amazing people, Kirk, Christine and Cemmy, and their individual fight to survive cancer with the help of Connecticut’s Middlesex Hospital.

Creatively we opted for an ultra slow motion, weightless feel to emphasize the sensitivity surrounding the subject and to capture the triumph of survival. Juxtapose this with fast moving, beautiful and innovative VFX used here to illustrate the amazing power of the medical technology used to bring about this result.

Part of a continuing campaign, Missing Person, took top honors at the 2014 Advertising Club of Connecticut. The campaign swept no fewer than 8 gold awards. Later the same month the Connecticut Art Directors Club gave it their order of excellence – a nice moment of recognition.

Created and animated in Adobe After Effects. VFX extras use Real Viz, Trap Code and Sapphire plug-ins.

Note from a Judge on MDSH Common Thread Campaign

We’ve written before about the Middlesex Hospital, Common Thread, TV spot. You’ve heard me talk about how tradition embraces modern technology and infuses both with humanity. All of which is the essence and simple truth of this campaign.

Over the year since the ad first aired the spot was entered into a number of award shows. One after another the spot and it’s online media adjuncts won or placed each time. However, it’s not often that you get to hear exactly what the judges think of your work but just this one time we did.

The quote here comes from, Jason Carreiro, speaking for the judges of the 2013 Connecticut Art Directors Club Awards.

Hospital and healthcare advertising tends to be fairly predictable — smiling patients and doctors in pristine hospital rooms with a reassuring voice-over and a tasteful piano soundtrack. The Middlesex Hospital TV spot surprised me with it’s bold execution. The beautiful, high-contrast animation and swirling, vibrant colors have an immediate wow-factor that forces the viewer to sit up and take notice.
The campaign narrative, The Smarter Choice for Care, speaks to the fact that Middlesex Hospital does things differently — embracing new technologies and ways of thinking about medicine and patient care. The design execution supports that claim perfectly. The spot is a wonderful example of how a creative execution can really make a concept sing.

Common Thread took the Connecticut Art Directors Club, Judges Award, plus three more Gold awards. Later that same year the commercial took three Gold Awards at the Advertising Club of Connecticut and was a finalist in the 2013 Global Awards. All of which made our hearts sing at a job well done.

Retin-A Micro – Exceedingly Good!

Creating interesting imagery for complex medical applications is no easy task. There are strict FDA guidelines to adhere to, seemingly insurmountable regulations and a plethora of almost incomprehensible technical language to distill into copy that can be easily understood by your fellow human being – or as our copy writer would say: Exceedingly hard!

But it can be done if you’re lucky enough to find a client that believes in their product enough to allow it to stand out from the crowd. “Let it be engaging and entertaining…” while getting the message across, was the brief.

In, Retin-A Micro, we take the viewer on a journey through a stylized creation of the product and illustrate, in a technical way, just how and why the product works. And it really does. Some things are magic and some things are just pure science at work.

Created as a video wall installation in Autodesk Maya, RETIN-A Micro, joins the Little Fluffy Clouds lexicon of award winners. The production received an Honorable Mention at the 2011 CLIO HEALTHCARE AWARDS and also captured an Award of Excellence at the 2012 RX CLUB AWARDS. So, we concur, Exceedingly Good!

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.