Fractured Families
Fragility fractures in osteoperosis are currently not seen as a priority by healthcare professionals to act upon. They view patients through an intellectual lens, rather than an emotional, personal one.
Our idea centred on using emotive storytelling to drive awareness of the importance of treating the first fragility fracture before it becomes far more harmful to patients.
Creating a fully AI video for a healthcare professional congress to change delegates’ perception of the issue with a powerful, beautiful narrative.
We characterised a family as Lladro porcelain figurines - aesthetically pleasing yet fragile items, using the look as a visual metaphor and allowing us to say fragility, without saying a word. No voiceover needed - the sounds of cracking alongside peaceful music tell us everything we need to know:
Fragility fractures everybody.
Role: Art Direction, Storyboarding
