What do you do when you have groundbreaking technology but it’s hard to explain? Tell a story. We recently had the privilege of developing Visby’s origin story. This project posed a few challenges. First, Visby has been around for awhile, where is the best place to start? Second, their technology is complex and we are not scientists, how do we make it digestible enough for everyone to understand? Third, how do we communicate Visby’s brand in a heartfelt and compelling way? Rapid diagnostics isn’t necessarily a warm and fuzzy topic.
Before we attempt to craft any type of narrative, we dive head first into the research. We conduct copious amounts of pre-interviews to get a thorough understanding of the organization and company culture. What motivates the people working there? Why do they believe in what they are doing? An added layer to this was understanding the science and technology behind what the people at Visby are creating.
Once we collect enough information, we start visualizing. We imagine what could be. I equate this part of the process to seeing the statue while it’s still a block of clay. We focus on pulling out the most compelling parts and weaving them together to construct a strong narrative. One of the more difficult things about storytelling is deciding what is not going to make the cut.
After we visualize, our favorite part is next, filming. Filming is when the block of clay starts to take shape. We get to take our ideas and turn them into a reality. This is where we ask ourselves how we can push boundaries and elevate the concept. Here’s a sneak peak into a long take we choreographed with Ryan. We also used some imagination and created a mock lab with motion graphics to explain the science behind Visby’s device.
Editing is the last step where we see if we visualized and planned things correctly. The block of clay we were shaping is now broken down into a bunch of little pieces and it’s our job to put them together and create the final statue. Sometimes the pieces fit perfectly, sometimes they don’t. Sometimes that great idea you had turns out to be not so great in post, but it’s ok... That’s why we have contingency plans (just like we planned it!). With Visby, our plan worked out quite well. We took some creative chances that paid off and were able to create a piece that both the client and crew are proud of.
We aim to find the story in every project we work with. Sometimes it’s more complex and the subject matter is dense but at the end of the day you need to keep the end viewer in mind. Find the why. Find the story.