Insulin: A Medical Revolution
The discovery of Insulin through the eyes of global thought leaders in Diabetes
Bringing medical history to life
Shot on location in Toronto for Sanofi Aventis
The Task: Create a film telling the story of the discovery and history of Insulin. Use this film to open the Global Sanofi Barcelona conference celebrating the 90 year anniversary of the discovery of Insulin.
The Challenge: Place four great minds from the global Diabetes community on camera; create an environment where they will feel comfortable and confident to share their knowledge and passion for their work.
Now this is getting interesting!
The Solution: Working in a team with the above participants, we laid out the history of Diabetes and separated it into a series of chapters. We discussed the subject matter within each of these chapters and I asked each participant which issue within the chapter they felt strongly about. We then assigned an order to each of their comments thereby providing a progression to the conversation. Then I said, “Once each of you have made your initial contribution to the conversation, the discussion is open to the floor and any of you can then build the discussion from that point.”
It worked perfectly - the physicians welcomed the order, which was changed for each discussion, and zealously awaited their cues for their entry into the conversation. By the time each of the four had spoken, they began to joust to contribute additional thinking.
We had created an environment that enabled us to tell the discovery and history of Diabetes through the eyes of four global thought leaders.
Well… we flew through the discussion in no time at all. Using this technique we went from subject to subject, all of which were outlined by our writer in advance, and covered the history in literally 2 hours!
A three-camera configuration enabled us to seamlessly edit the selected discussion into a smooth flowing 18-minute video.
The result: We created an interpretation of the history of Diabetes presented in an emotional and creative way. And we delivered an unrehearsed, unscripted casual conversation looking back into medical history through the eyes of four great men. The movie drew a standing ovation with cheers of “Bravo” from the audience.
There is an inherent passion that exists in our industry; the challenge is to communicate that passion!
Let's talk about how we can communicate your challenges!
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Trailer 2:35 mins
Full length Program 18 mins.
