Title	COMMITMENT TO HARMONY
Brand	JANSSEN
Product/Service	JANSSEN
Category	A04. Production Design / Art Direction
Entrant	PUBLICIS LIFEBRANDS London, UNITED KINGDOM
Idea Creation	PUBLICIS LIFEBRANDS London, UNITED KINGDOM
Production	STINK STUDIOS London, UNITED KINGDOM

Name	Company	Position
Shaheed Peera	Publicis LifeBrands	Executive Creative Director
Tom Wordley	Publicis LifeBrands	Associate Creative Director
Paul Samuels	Publicis LifeBrands	Associate Creative Director
Yvonne McAvoy	Publicis LifeBrands	Associate Creative Director

Write a short summary of what happens in the film

The animation starts with hypnotic and seemingly abstract shots of objects moving within a beautifully synchronized machine. Guided by gold metals and premium textures, they defy logic and physics by working in complete harmony. The voiceover educates the viewer on how Janssen have always been ahead of the competition. Through their ambition and biological expertise, Janssen have not only created the most innovative treatments to date. They created them before anyone else. This film positioned Janssen as masters of harmony. Showing how their skills and abilities allow them to flawlessly manufacture the seemingly impossible –products that can remove disease with minimal impact on the rest of the body. The end of the film reveals that the abstract scenes are in fact the inner ‘machinery’ within the human body, showing how Janssen’s products brings harmony back to the lives of patients.

Cultural / Context information for the jury

This film is for a healthcare professional audience. It's aim was to position Janssen (the pharmaceutical client) as masters of harmony when they create medicines for your immune system. Showing how their skills and abilities allow them to flawlessly manufacture the seemingly impossible – products that can remove disease with minimal impact on the rest of the body. Targeted to dermatlogists, this film aired at the world's largest largest dermatological congress in the world. With over 8,000 doctors attending each year. Janssen have a number of immunology/dermatology products (IL-23, IL-12/23, anti-TNF etc). This film allowed Janssen reps to have a unified collective positioning that centred on quality when discussing each of their inidvidual products.

Tell the jury about the production design / art direction. You may wish to comment on choices, challenges or effects.

The premium design and stylised creative-world of the film positions Janssen as absolute masters of harmony. The synchronicity of movement gently bends the laws of physics. Bringing a beautifully hypnotic feel to the film. This perpetual motion is one that only the greatest of pharmaceutical experts could make. The machine is laced with gold metals and texturised finishes that elevate its premium nature, and therefore the premium nature of Janssen’s products. This is further supported by reflective background surfaces that embrace a biological cellular design. The machine elements were carefully arranged to create a human shape in the final scene. Sound design emphasizes the machine mechanics, enhancing the sense of satisfaction and precision. The sounds also adds weight to the spheres, reinforcing a feel of quality. The film ends as fluidly as it begins. Seamlessly fitting in with the style and tone of the rest of the film.