Designed as a pitch, we designed a character lineup and a few styleframes to tell the story of the Fostemsavir molecule, it’s use in HIV treatment, the researchers and treaters involved in making it happen, and the first hopeful patient. The agency wanted this to be a 90 sec video without dialogue, and with a complex story and multiple narratives, we went through many variations on storyboards and character design to help tell this story.
Since there is no VO, we felt that the best way to convey a sick patient was by having him b&w, and have his color come back at the end of the story when he finds his match. The client wanted the fostemsavir molecule, Fosty, to be a living character, and we were to base the design on the molecule’s shape, which was similar to that of a boomerang. Stephen, the patient, and Fosty were designed with similar shapes to make the connection that the patient and the molecule were a match.
Designed at Hue & Cry.
Creative Direction: Magnus Hierta
Art Direction: Angie Son
Storyboards: Diego Abad, Timo Prousalis, Angie Son, Richelle Son
Design: Diego Abad, Angie Son