COMMERCIAL
“FIGHT BACK” - Psoriasin
CLIENT
Plan B
Alva Amco
SERVICES
Pre-Production
Production
Post-Production
The concept for this 30-second spot was to simply showcase how the product, Psoriasin, helps stop psoriasis flare-ups in their tracks. When storyboarding the concept, we were inspired to highlight the impact this product has on psoriasis-related pain, inflammation, and itching. Utilizing a compilation of animation and real-life actors, we wanted to portray the deep relief experienced by those who use this product.
PROJECT OVERVIEW
THE CHALLENGE
First, the concept of the shoot required a three-in-one location for different scenes; a living room, bedroom and a roof-top bar. This was quite the task as it required a very specific type of space for our shoot. After lots of time researching, we finally found the perfect location with both necessary elements. The chosen location featured a beautiful, modern style with outdoor space overlooking the Chicago skyline.
Second, we needed to create a realistic portrayal of a psoriasis flare on our talent’s skin. We met with our hair and makeup artist to conceptualize how we would approach this challenge. It was important for the skin to appear to be red and flaky to imitate a psoriasis flare. We utilized a mix of techniques of a heat gun, glue, and colored makeup to accomplish this and we were thrilled with the outcome.
THE PROCESS
VFX was an integral part of our concept, as the client envisioned animation to depict a “psoriasis dragon slayer,” defeating the “symptom dragons.” We worked closely with Third Beacon Studios along with our illustrator to create organic movement within our animated characters.
With these two elements of the video, we felt this concept would be easy to understand by people who could benefit from using this product.
“Pre-production played an integral role in this project. From casting the main actors to finding a location that suited our needs from top to bottom, we felt as prepared as you can be going into a production… and that’s all a producer can hope for. ”
““
John Pinto
Producer, JV Studios
