PROVENGE - HOW IT’S MADE
Concept
The entire PROVENGE process is full of movement, life, and attention to detail. There’s a whole lot going on under the hood to create a safe and effective product, and this is what we’d like to showcase to viewers. In a nutshell, we’d like to produce a video that paints Dendreon as industry leaders, does the PROVENGE process justice by using a whole lot of creativity. The benefit of video in this context is that we can uncover the unseen details and careful efforts that go unnoticed by the public eye. We believe that in order to fully captivate viewers into that world - without disruption or loss of interest - the video needs to feel seamless. Seamlessness will visually demonstrate the timely and controlled process while also giving reverence to those working behind the scenes. This will be done using transitions; a combination of cinematography and editing magic that is used to keep viewers eyes on the screen.
OVERVIEW
OBJECTIVE: Show off the entire PROVENGE process in an entertaining way, providing a significant increase in awareness, education, and engagement throughout multiple target audiences.
APPROACH: Guide viewers through the entire PROVENGE process using captivating sequences and exciting cinematography (see video reference “Transitions” for examples).
WHY?: Long videos, wordy information, and lack of entertainment are all causes for losing potential patient/physician interest. An efficient, fun, and seamless process video solves this. We firmly believe that science and processes can be captured in such a way that is both educational and entertaining. We’d love to create a process video that literally anyone can enjoy, understand, and take something from.
DELIVERABLES: (1) full 2 minute version for PROVENGE, (1) full 2 minute version for Dendreon, and (1) short 60 second version for social media.
DISTRIBUTION: Social Media, websites (Dendreon, Provenge Patient + HCP), email, QR codes on print material, employee training + recruitment, shown directly to potential/current patients as well as physicians that are interested in PROVENGE.
REFERENCE: See the video reference below (“Transitions”) for multiple examples of how processes can be shown in a seamless and exciting manner.
TRANSITIONS
Transitions are when two consecutive shots are fused together via movement, framing, or subject. Transitions will provide viewers with a seamless experience and visually demonstrate how controlled the PROVENGE manufacturing process truly is. We’ve provided several references below of what these transitions could look like (subject-matter aside). Notice the emotional impact that is formed when the disruption of cuts is removed and the viewer is fully immersed:
TYPES OF TRANSITIONS
Each GIF below shows a different method of transitioning from one shot to another.
We would be using a variety of these while capturing the PROVENGE process.
Seamless (i.e. VFX magic)
Camera Movement (i.e. rotation)
Subject Action (i.e. running)
Subject Shape (i.e. circle)
Color (i.e. yellow)
SOUND DESIGN
Sound isn’t the first thing you probably think of when producing a video about PROVENGE, but in our opinion we believe it’s important here. Sound is 1/2 of a video experience, and we’d like to use it to fully immerse viewers and heighten the visuals to a new level. Watch the reference below to feel how sound design can enhance a video experience. Feel free to turn off the sound and watch it again to feel the difference.
Style References
The images below will give you a rough idea of the “visual language” we’d be using for this video. We’d love to utilize lighting and production design to creatively elevate real-life environments. Notice how the images below feel natural, but also incorporate an emotional aesthetic via controlled lighting and set dressing:
Thank you for your time, we look forward to working with you to bring this to life!
-the Convolv team