How do you tell the story of a medical breakthrough?
The Cancer Research Institute wanted to find a compelling way to educate people and promote interest in a new cancer treatment called immunotherapy, while responsibly acknowledging the benefits and risks.
What we did:
Story Development
Copywriting
Script Writing
What we did:
Strategy
Content Strategy
Creative
User Interface (UI)
Animated Video & Motion
Content
Story Development
Copywriting
Script Writing
We sifted through a wealth of resources and collaborated with the client to distill the key points. We wanted to give the hard and necessary science a more personal voice, so we wove a story propelled by the perspective of a compassionate nurse or a good friend.
We researched other examples of animations dealing with medical subjects and thought about how and where those were succeeding and failing. To create the visual narrative, we built a world based on what immunotherapy actually does—boosts your body’s own defenses. We personified this in one character’s journey and the support she gets along the way.
To tell a hopeful story of treatment, we imagined a journey from the light of day into darkness and back into light. We wanted to focus on the body and physical health, so we imagined a runner who struggles on her jog through a dark forest, before eventually breaking through back into the light.
We believed everything we could do to humanize the video would help people connect to this emotionally challenging subject. To that end, we brought in traditional frame-by-frame cel animation, adding a certain nuance to the movement that comes across in a more human, more hand-made, and more relatable way.
“Modicum was great to work with. Our project had some very specific needs, and they were close listeners and very open to feedback (and lots of it!) throughout the entire process. We love the final product, and have gotten a great response from our community.”
—Emily Helck, Online Community Manager
How it all turned out
The final video educates people and generates interest in this important option—while still being transparent about the difficulties of any cancer treatment. The Cancer Research Institute uses the video on their website and YouTube channel to encourage people to begin a conversation with friends and loved ones about immunotherapy.
