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NEW WORK
Penn State Health
Ford's Story
Quiet is the New Loud
"All hospital ads feel the same" is a phrase a remember standing out from our initial creative call with Penn State Health.
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The creative brief for the Living Portraits campaign was to create a work of art from each patient and bring it to life in video form—à la the touring Van Gogh Experience.
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Visual inspiration was a still photo of a hero patient, styled as a painting, and framed on a nittany blue wall.
This was one of those rare moments when I could see the full project right away.
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My pitch had a few key ideas:
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Set up bookends - start and end in an art gallery.
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Opening shot is of a person looking at something behind the camera. The talent will represent the audience, and make us want to see.
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The painting comes alive, then the effect goes away.
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End with our patient, bring the paint effect back, and pull back into the gallery. ​
It was important to me that we hear the real voices of the patients (these first two involved kids so their parents did the talking), but I didn't want it to be scripted or forced.
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My pitch to get authenticity is to use audio from interviews (both in pre-production via zoom and on set) to piece together the story. That way it's their natural voices, in their own words.
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For the paint effect, we experimented with so many plug-ins and AI video filters - but we needed this to be repeatable and predictable. A lot of the video re-style options out proved unpredictable.
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What we landed on was exporting a PNG sequence from the 6 seconds of footage we wanted to style, importing each frame in a still effect, then putting them back in a sequence - a tedious process, but one that provided the best results!
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The hard way is the right way. (A classic Kevism).
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To complete the stop-motion effect, we eliminated every other frame, to operate as a 12 frame per second clip.
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Cameron's Story
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