A collaboration with a leading home exterior brand to maximize creative deliverables for its many …
Serif has worked with many healthcare systems and providers. We pride ourselves on being able to navigate healthcare marketing with creative expertise, providing a direct opportunity for us as creatives to impact the lives of people. When the opportunity arose to work with Olive Alpha, the only operational AI technology designed for healthcare, our blend of expertise in healthcare and cutting-edge digital campaigns provided the alignment we look for in a good partnership.
Olive works to automate healthcare’s most robotic processes to empower healthcare workers to focus on what matters most—the patient. We quickly connected with this mission and set out to produce a film to launch Olive’s latest initiative, Alpha, a distributed network of physical data centers that share data with each other in the cloud. The technology enables healthcare systems to work smarter and faster than ever before. In preparation for this quickly approaching beta launch, Serif worked to ideate and produce a film about the details of this highly technical project.
Here are a few of our favorite clips from the secret Alpha Site.
Within 24 hours, our team developed a story structure and strategy to implement this quick-turn project that doesn’t compromise on visual intrigue. As we learned about the new offering, we devised a visual language to support the quickly approaching launch, prioritizing speed and quality in production. To create a futuristic world that reflects Olive’s platform, we leveraged a few different production techniques:
Our director of photography Kenny Mosher filming at a live Alpha site in LA.
Our teams worked together closely through each project phase, relying on our shared vision, collaboration, and sheer tenacity to bring the project to life under an aggressive timeline.
What we’re most proud of is that we were able to prioritize speed without many creative compromises. This is a testament to our teamwork with the Olive team and their willingness to trust our process, including management of the logistics surrounding a 23-day production from signing to delivery.
When speed is a factor, as it was in this initiative, the project has as many logistical challenges as creative. The bold campaign visuals we established demanded an equally rigorous production plan, which spanned from a studio in Ohio to onsite filming in Los Angeles. When you account for layering in animation and motion design, the project was truly an immersive, multi-medium project completed on a tight turn, which required more than simply showing up and pointing a camera.
From contract signing to final delivery, this production lasted 23 days and took us to six states across the country.
To create an immersive experience set a near-future world, we leveraged anamorphic lenses to visualize the hyper data-centric realities enabled by the Alpha platform. These lenses give a signature horizontal lens flare that stands out from footage from traditional spherical lensing—the same lens that J.J. Abrahams used to shoot the Star Trek film.
Anamorphic lenses helped create the near-future world that the Olive Alpha’s technology enables.
At the completion of the project, we presented Olive with a project axe to celebrate a successful launch. As part of our retrospective process, these axes are relics that we give to clients to mark key milestones, such as business objectives met or outstanding team achievements, and are meant to serve as a reminder to sharpen our axes before we set out to chop down a tree. The Olive project axe symbolizes the shared values of tenacity and preparation exemplified throughout our collaboration.
It was an honor to collaborate with Olive to advance their mission of evolving healthcare. Understanding the ambitious vision of Olive CEO Sean Lane and his world-class team throughout the project enabled us to produce the best creative solution in time for launch.