PROJECT DETAILS:
Client: AdvaMed
Agency: Narrative Strategies
Date: 2024
Type: Public Affairs Advocacy Promotion
Awards: 2024 Silver Pollie Award
My Role: Design, Animation, Editing, VFX
PROJECT OVERVIEW:
In collaboration with AdvaMed (Advanced Medical Technology Association), we elevated their promotional video for tradeshows and events by creating a visual narrative that highlighted the essential role of medical technology in healthcare. Taking over post-production after principal photography was completed at AdvaMed's Washington D.C. headquarters, I transformed CEO Scott Whitaker's interview into a compelling visual story that not only communicated their advocacy achievements but also established a new signature visual identity element that would become central to their brand.
THE CHALLENGE
AdvaMed needed a promotional video that could:
• Effectively showcase the impact of medical technology in healthcare at industry events and tradeshows
• Transform straightforward interview footage into a visually engaging narrative
• Create cohesion between diverse B-roll footage of healthcare settings, technology, and AdvaMed personnel
• Establish a distinctive visual language that could extend beyond this single video to unify their broader brand identity
• Communicate complex policy achievements in a visually compelling way that resonates with diverse stakeholders
THE APPROACH
Taking over production after principal photography, we implemented innovative visual techniques to transform the project:
• Developed a signature "ribbon of light" visual motif that weaves through scenes as a metaphorical representation of technology's transformative power in healthcare
• Utilized advanced depth mapping AI technology to streamline the labor-intensive rotoscoping process, allowing for more focus on creative refinement
• Meticulously integrated the animated light ribbon into existing footage to create a cohesive visual narrative across diverse B-roll elements
• Balanced technical policy content with dynamic visuals to maintain viewer engagement
• Created a visual design element specifically intended to transcend this single video and serve as a cross-media branding element
• Designed the final product to work within an innovative cardstock brochure format for tradeshow distribution
THE IMPACT
The resulting video not only fulfilled its immediate promotional purpose but exceeded expectations by winning a Silver Pollie Award for Best in Public Affairs/Issue Advocacy. Most significantly, the animated ribbon of light we developed was adopted by AdvaMed as a signature branding element, extending beyond this single video to become a mainstay in their visual identity across multiple media channels. This project demonstrates how thoughtful post-production and innovative visual techniques can transform standard corporate messaging into award-winning content that shapes an organization's broader visual identity and communication strategy.
