NSW has one of the best cancer survival rates in the world and that is partly thanks to the incredible work of the researchers at the Cancer Institute of NSW.
The Institute wanted to acknowledge their tireless dedication by creating a ‘thank you’ video featuring people across the cancer care spectrum, from health professionals and directors to cancer patients. These messages would be filmed in locations throughout NSW.
We wanted to create something more than just a series of ‘thank yous’.
Instead we wanted to find out the ‘why’ behind the message of thanks – the story behind the gratitude. To properly present these heartfelt, genuine messages, we needed to put authenticity first in everything that we did and combine each message into one presentation with a consistent visual style.
To show that heartfelt authenticity, we had each participant speak directly to the camera. We filmed every speaker as if it were artistic portraiture, using a simple ob-brand coloured backdrop for everyone. Showing the backdrop and lighting stands in this way, we drive home our theme of authenticity to make the audience believe these statements were captured candidly and not scripted.
To help the participants express their thanks in a way other than speaking, we encouraged them to write and draw their messages on a piece of clear perspex, positioned in front of the camera lens with purple pens. We then used this beautiful visual device to layer their expression of the portrait to act as the glue across the video.
The video takes several authentic, touching stories of healthcare professionals, cancer sufferers and industry professionals and channels it through one consistent visual style. The result is a touching and engaging message that shows the enormous impact researchers have had on so many lives – and displays the real gratitude of those affected.
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