Category E02. Dierct to Healthcare Professional
Additional Company NAVICOR, A SYNEOS HEALTH COMPANY Westerville, USA
Name Company Position
Sinéad Murphy Syneos Health Communications Creative Director
Rich D’Ginto Navicor, a Syneos Health® company Executive Creative Director
Andrew Musumeci Syneos Health Communications Art Director
John Kirk Navicor, a Syneos Health® company Art Director
Russell Speed Syneos Health Communications Creative Copywriter
Liana Federico Syneos Health Communications Deputy Managing Director
Michael Krohn Navicor, a Syneos Health® company VP Account Director
Beth Collen Navicor, a Syneos Health® company Account Director
Rebecca Bull Syneos Health Communications Junior Account Director
Jonathan Jones Ember Films Director
Simon Buck Ember Films Photographer
Shahin Tossi Ember Films Digital Artist
Max Böhlen Ember Films Digital Artist

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

Disease Awareness communication is defined by the FDA as those “that discuss a particular disease or health condition, but does not mention any specific drug and does not make any representation or suggestion concerning a particular drug”.

Describe the target audience and why your work is relevant to them.

Aimed at optometrists, ophthalmologists and oncologists to raise awareness of Uveal Melanoma – a rare and often overlooked cancer which starts in the eye, and can be fatal within 12 months. Something specific and memorable was needed to ensure recognition of a case and the need to take immediate action.

Write a short summary of what happens in the film

Think Ink is an external visualisation of a disease that starts in the eye and spreads through the circulatory system to the liver. Survival is only 12 months once Uveal Melanoma is in the liver, so it needs to be spotted early. An initial ink drop spreads down the face and across the body – paced to create a tense, dramatic film without it falling into mock horror. As the film develops, the volume of ink and the speed of runs ramps up across the body. Cuts to isolated areas maintains the suspense and prevents the visual punchline being delivered too quickly. The final camera pull reveal shows a man consumed by disease and emotional resignation etched on his face. The film ends with a bespoke blinking logo designed specifically for the campaign. This is an essential diagnostic indicator for the target audience.

Tell the jury anything relevant about the cinematography.

Numerous considerations to create tension and drama: 1) Recognition of the disease beginning in the eye. 2) Fear in the eye of the sufferer. 3) Initial ink appearance and pacing that enables voiceover to deliver smoothly. 4) Authentic ink textures and smooth runs across the body and fabric. Numerous tests were done to achieve a consistency that could flow believably at the desired speed in several directions. 5) Particular attention was paid to the shirt texture and folds to create dynamic runs. As was ink absorption into the fabric – excessive stains get messy and ruin the overall effect. 6) Changing camera angles and final pullout demanded extra care was needed to match close-up ink with wider shots. 7) Natural flow and believable shapes deliver ‘liver’ visual punchline. 8) Muted colour surrounds keep visual focus on the eye and face.