October 4, 2014
Lipitor, the world’s biggest selling drug about to lose its patent with a strategic loss of sales force in certain regions. A need for a new kind of sales device to communicate clinical and cost messages to work across multi regions. The brief was to create “the most engaging e-detail ever” with a film that works across the EMEA. A film in 8 different languages with continuity of visual and the same strong brand protection message, that works online, offline and on mobile platforms.
I was in charge of designing and building the the environments and developing the treatment to ensure a seamless fit between the live footage and the CGI.
Creative directing in conjunction with TBWA\PW
Production agency – Plastic Interactive
Directing and Live footage – Simon Robinson
Software: After effects and Cinema 4D
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