BACKSTORY

The brief for this 90-second spot was to make a video to introduce doctors to Oxtellar XR®, a renewed neurological drug targeted at Parkinson’s, ADD and epilepsy but now with the added modality of a once-a-day delivery and a slow release, smoother on–off set particularly suitable for children and teenagers.

PRODUCTION

Here we chose a simple and elegant continuous line drawing for the look and feel. The creative uses a stylish sweeping movement throughout that allows the product to take center stage and carry the viewer along in a whimsical way through all the scenarios presented without distracting from the message.

This was a fast schedule but one needing to be flexible in accommodating FDA regulatory timetables and the multi-layered internal and external levels of approval. Patience and good communication is a plus for such projects.