Client: Canine Biologics
Agency: Redstone Media Group
Voiceover: Kat Shaw
Writer: Canine Biologics
2021
I storyboarded and animated this digital ad to promote Canine Biologics as a cancer-fighting pet food and specify ingredients and veterinary approval to increase brand trust.
Process:
This video began with me meeting directly with the client to discuss their goals for the video. They wanted to have an emotionally impactful message that even though cancer is very common in dogs, that their product has scientifically-proven results for increasing lifespan and even achieving remission. They also wanted to advertise that their specialized dog food was positioned as an alternative to painful and costly cancer treatments.
I wrote a script based on this conversation as well as the documentation they provided on their selling points and scientific evidence of the product. The direction I took was an educational video that used high impact imagery to support the scientific information that average viewers may not fully comprehend.
This information was also bookended with the emotional center of the ad: that seeing your dog suffer with cancer and the possibility of losing them is extremely painful and upsetting. For this emotional message I used some specific stock imagery of the same model and dog first at the vet with the dog looking up at its owner sadly, and then a happy image of the owner and the dog cuddling and smiling in front of a sunny window. Finding the music to this piece was a unique challenge, as I wanted it to be sad at first but also hopeful and caring. I decided on a reflective piano piece that has some slow, sad notes at the beginning during the first shot of the dog and owner at the vet, and then develops into a more hopeful melody as the message of the ad becomes uplifting.
I included the ingredients and animated some branded graphics provided by the client that displayed the central nutritional benefits of the product. In order to maintain the serious and technical tone I kept animation in these segments to a minimum, relying on the imagery to support the flow of the video and keep the viewer's attention.
I also animated a logo reveal to present the brand cleanly at the end of this video during the CTA.