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IDFX produces a 70sec. Commercial and
Web-Episodes for NovoLog FlexPen !
Web-Episodes for NovoLog FlexPen !
Overview / Campaign
The heart and soul of the Novo FlexPen
project was to deliver the message that
FlexPen can be taken anywhere. It is user
friendly, discrete and can dramatically
improve the patient’s quality of life. Following
its tradition, IDFX started speaking directly to
the Hispanic market through the process of
adaptation, sensitive not only to the Spanish
translation but very aware of diversity and all
multicultural aspects within the Hispanic
market.
Since this same commercial was already
successful in English, IDFX started by
suggesting for the overall structure of the
commercial to stay the same; straight
forward, clear and sending a touching
message. In addition, suggesting for some
aspects; such as using Hispanic talent, and
for family oriented scenes in a restaurants to
be highlighted as part of the campaign, since
Hispanics are very family oriented and by
tradition doctor’s opinions are very well
respected among all cultures.
With more than 20 million people in the
United States having diabetes and all the
wonderful benefits NovoLog FlexPen has, is
was a given the opportunity, and was a
pleasure to work closely with the agency’s
creative and marketing team, to produce this
very important campaign. We were sure the
desire results could be achieved.
Acting - Casting
By using real people testimonials from talent
who were used to dealing with the everyday
challenges of having diabetes the team knew
they could deliver a more honest and straight
forward FlexPen message to our Hispanic
audience (50 to 65 year old). From
experience, the IDFX production team knew,
that to work with non- professional actors, it
may be sometimes challenging, but strongly
believe it can offer a desirable warmth and
trustworthy message that usually captivates
and relates to the viewer. “Their message
projects credibility” said Jimmy Autran,
director producer of IDFX. To make up for the
inexperienced actors, IDFX’s production crew
met with talent prior to the filming to establish
the necessary trust of working in the project.
“Learning the essence of the talent’s
personality off camera has worked very well
for us before. Later during the filming we
could tell when they are not narrating or
staging and conveying the
The heart and soul of the Novo FlexPen
project was to deliver the message that
FlexPen can be taken anywhere. It is user
friendly, discrete and can dramatically
improve the patient’s quality of life. Following
its tradition, IDFX started speaking directly to
the Hispanic market through the process of
adaptation, sensitive not only to the Spanish
translation but very aware of diversity and all
multicultural aspects within the Hispanic
market.
Since this same commercial was already
successful in English, IDFX started by
suggesting for the overall structure of the
commercial to stay the same; straight
forward, clear and sending a touching
message. In addition, suggesting for some
aspects; such as using Hispanic talent, and
for family oriented scenes in a restaurants to
be highlighted as part of the campaign, since
Hispanics are very family oriented and by
tradition doctor’s opinions are very well
respected among all cultures.
With more than 20 million people in the
United States having diabetes and all the
wonderful benefits NovoLog FlexPen has, is
was a given the opportunity, and was a
pleasure to work closely with the agency’s
creative and marketing team, to produce this
very important campaign. We were sure the
desire results could be achieved.
Acting - Casting
By using real people testimonials from talent
who were used to dealing with the everyday
challenges of having diabetes the team knew
they could deliver a more honest and straight
forward FlexPen message to our Hispanic
audience (50 to 65 year old). From
experience, the IDFX production team knew,
that to work with non- professional actors, it
may be sometimes challenging, but strongly
believe it can offer a desirable warmth and
trustworthy message that usually captivates
and relates to the viewer. “Their message
projects credibility” said Jimmy Autran,
director producer of IDFX. To make up for the
inexperienced actors, IDFX’s production crew
met with talent prior to the filming to establish
the necessary trust of working in the project.
“Learning the essence of the talent’s
personality off camera has worked very well
for us before. Later during the filming we
could tell when they are not narrating or
staging and conveying the
message, however doing it, in a more natural
way and from their hearts” said Mr. Jimmy
Autran.
IDFX's goal was, to envision the talent
projecting a message, offering a word of
advice in a sincere way. Logistically, once the
talent knew their part, what has always
worked for our team is to maintain a steady
flow of production during the filming, so talent
can focus while maintaining a natural flow of
work (Basically not over staging the scenes
so they look more natural). Other
suggestions such as the doctor’s
professional trusted advice, based on his
own real and positive experience with his
patients and the NovoLog FlexPen product
were suggested as part of the overall positive
campaign.
Production
Photography / Lighting
As always photography and lighting played a
very important role in IDFX’s world to
maintain a pleasant and attractive look
throughout the campaign.
Photography
For the commercial as well as the web
episodes, IDFX suggested for the
photography style to be cinematic for exterior
and interiors yet, not over staging the scenes,
so it keeps the overall feeling of real. No
hand held motion was used. Establishing
shots, mediums shots and close ups were
all used to convey an intimate relationship
between the patient and the NovoLog
FlexPen. Other smooth an easy camera tilt
ups and transitions, from the product to a
close up of the talent, were suggested to
convey an intimate connection between the
product FlexPen and the talent’s expressions
of joy and assurance. Even the way and the
speed the talent adjusted the dosage of the
FlexPen during close ups, were shot in such
a way, that it conveyed precision yet, it
showed to be easy and simple to operate.
Every effort was made to continue promoting
a comfortable, easy and pleasant experience
when using NovoLog FlexPen.
Lighting
“Taking into consideration the time of day
during exteriors scenes and weather, our
lighting team complemented exteriors for...
way and from their hearts” said Mr. Jimmy
Autran.
IDFX's goal was, to envision the talent
projecting a message, offering a word of
advice in a sincere way. Logistically, once the
talent knew their part, what has always
worked for our team is to maintain a steady
flow of production during the filming, so talent
can focus while maintaining a natural flow of
work (Basically not over staging the scenes
so they look more natural). Other
suggestions such as the doctor’s
professional trusted advice, based on his
own real and positive experience with his
patients and the NovoLog FlexPen product
were suggested as part of the overall positive
campaign.
Production
Photography / Lighting
As always photography and lighting played a
very important role in IDFX’s world to
maintain a pleasant and attractive look
throughout the campaign.
Photography
For the commercial as well as the web
episodes, IDFX suggested for the
photography style to be cinematic for exterior
and interiors yet, not over staging the scenes,
so it keeps the overall feeling of real. No
hand held motion was used. Establishing
shots, mediums shots and close ups were
all used to convey an intimate relationship
between the patient and the NovoLog
FlexPen. Other smooth an easy camera tilt
ups and transitions, from the product to a
close up of the talent, were suggested to
convey an intimate connection between the
product FlexPen and the talent’s expressions
of joy and assurance. Even the way and the
speed the talent adjusted the dosage of the
FlexPen during close ups, were shot in such
a way, that it conveyed precision yet, it
showed to be easy and simple to operate.
Every effort was made to continue promoting
a comfortable, easy and pleasant experience
when using NovoLog FlexPen.
Lighting
“Taking into consideration the time of day
during exteriors scenes and weather, our
lighting team complemented exteriors for...
| Double click on the slide above to see commercial |
P. 1
| Double click on the slides above to see Commercial & Web Episode Animatic |
May 2012