ASISA. "Cuidar"

ASISA "Cuidar"

MOTION &ND ART DIRECTION

In 2017 ASISA changes its commercial strategy. From offering health and dental insurances, now they also have Life and Accident insurances too. The goal was to communicate that ASISA now takes care of their customers in other aspects of life.

En 2016 JWT nos volvió a encargar la campaña de TV para Asisa “Duerme una hora más” Siguiendo la línea del año pasado se realizarón una serie de anuncios para televisión dando consejos de salud al espectador. Este año relacionando las pocas horas de sueño y los problemas derivados de este hábito.

In 2017 ASISA changes its commercial strategy. From offering health and dental insurances, now they also have Life and Accident insurances too. The goal was to communicate that ASISA now takes care of their customers in other aspects of life.

This was our third year in a row directing an animation campaign on TV for Asisa. With three different international illustrators. We evolve the style of ASISA´s comunications looking for new visual resources, like the integration of gradients and animated textures.

El reto fue evolucionar el lenguaje visual del año anterior para que fuese rico en detalles pero sin perder la esencia del año anterior, solo seis colores y estilo minimalista.

This was our third year in a row directing an animation campaign on TV for Asisa. With three different international illustrators. We evolve the style of ASISA´s comunications looking for new visual resources, like the integration of gradients and animated textures.

Concept & Illustration

Our approach was based in “the hands” of ASISA. The hands of a doctor taking care of a patient inside a medical practice. As the video progresses this hands also take care of the people in normal life situations. Caring and protecting. The camera is always moving backwards starting at the window of the practice.

TOur approach was based in “The hands” of ASISA. The hands of a doctor taking care of a patient inside a medical practice. As the video progresses this hands also take care of the people in normal life situations. Caring and protecting. The camera is always moving backwards starting at the window of the practice.

Our approach was based in “the hands” of ASISA. The hands of a doctor taking care of a patient inside a medical practice. As the video progresses this hands also take care of the people in normal life situations. Caring and protecting. The camera is always moving backwards starting at the window of the practice.

This year we worked with Karolis Strauniekas, an amazing and talented ilustrator. His works mix the cinematographic lenguages with strong concepts. He did an amazing job in a very sort time. We asked him to draw one illustartion for each scene, with enought elements for us to create the sensation of the camera always going backwards.

This year we worked with Karolis Strauniekas, an amazing and talented ilustrator. His works mix the cinematographic lenguajes with strong concepts. Hi did an amazing job in a very sort time. We asked him to draw one illustartion for each scene, with enought elements for us to create the sensation of the camera always going backwards.

Animation & Production

We wanted the animation of the characters to be realistic but without looking like a rotoscopy. That the weights and curves of the animation correspond to the illustrations: minimalist and gentle. Also Strauniekas illustrations have gradient textures, so the final composition was very challenging. Check out the breakdown of the scarf scene in the video below.

Our main idea was the concepts of caring and protecting. Represented in the hands of ASISA. First this hands are taking care of you inside a medical practice. As the video progresses they take care of you in normal life situations.

We wanted the animation of the characters to be realistic but without looking like a rotoscopy. That the weights and curves of the animation correspond to the illustrations: minimalist and gentle. Also Strauniekas illustrations have gradient textures, so the final composition was very challenging. Check out the breakdown of the scarf scene in the video below.

Our main idea was the concepts of caring and protecting. Represented in the hands of ASISA. First this hands are taking care of you inside a medical practice. As the video progresses they take care of you in normal life situations

We wanted the animation of the characters to be realistic but without looking like a rotoscopy. That the weights and curves of the animation correspond to the illustrations: minimalist and gentle. Also Strauniekas illustrations have gradient textures, so the final composition was very challenging. Check out the breakdown of the scarf scene in the video below.

Our main idea was the concepts of caring and protecting. Represented in the hands of ASISA. First this hands are taking care of you inside a medical practice. As the video progresses they take care of you in normal life situations.

We wanted the animation of the characters to be realistic but without looking like a rotoscopy. That the weights and curves of the animation correspond to the illustrations: minimalist and gentle. Also Strauniekas illustrations have gradient textures, so the final composition was very challenging. Check out the breakdown of the scarf scene in the video below.

Our main idea was the concepts of caring and protecting. Represented in the hands of ASISA. First this hands are taking care of you inside a medical practice. As the video progresses they take care of you in normal life situations.

We wanted the animation of the characters to be realistic but without looking like a rotoscopy. That the weights and curves of the animation correspond to the illustrations: minimalist and gentle. Also Strauniekas illustrations have gradient textures, so the final composition was very challenging. Check out the breakdown of the scarf scene in the video below.

Our main idea was the concepts of caring and protecting. Represented in the hands of ASISA. First this hands are taking care of you inside a medical practice. As the video progresses they take care of you in normal life situations.