ROLES
ART DIRECTORS
Olivier Duong
EJ Brieva
EDITOR
Jon Pierce
PROJECT MANAGER
Kirsten Delago
VFX SUPERVISOR
EJ Brieva
COPYWRITER
Debra Fried
CREATIVE DIRECTOR
Mike Mahon
2D & VFX
EJ Brieva
PRODUCER
Eric Schwarz
AGENCY
Malka Media
3D
Josh Myers Alan
Tim Hays
STORY PRODUCER
Steve Ginsberg
BRIEF
Highridge Medical was in the process of rebranding and wanted to execute an awareness campaign. They create spinal solutions across the spectrum from Motion Preservation to MIS to Bone Healing to Core Spine. While Highridge wanted to focus on three main products and technologies, they wanted to make sure to get across the wide array of inventory they had for their brand.
CONCEPT
The Creative Director wanted an underlying shape that could be the backbone (pun intended) of their new campaign. The spine was the obvious choice. Inspiration was pulled from Daniel Widrig, Matthew Shlian and even Assassins Creed. We needed something that would be abstract enough to change to different design an animation needs, but still convey the feeling of a spine.
After experimenting with various colors and environments we decided the world we created should remain in a neutral environment as to not detract from the abstract spine and the products.
Once we established the world for the main subjects we created containers to help display the remaining products that Highridge also provides to their client base.
