Vraylar Consumer OLV/TVC, digital tactics
VRAYLAR is used to treat certain mental/mood disorders (such as bipolar disorder, bipolar depression, schizophrenia). It works by helping to restore the balance of certain natural substances in the brain. This medication can decrease hallucinations, helping patients to think more clearly and positively, feel less agitated, and take a more active part in everyday life.
My first steps for the brand involved brainstorming with our ACD/Copy to generate loose storyboards for videos centered around relatable characters trying to come to grips with their mood swings amidst surroundings hinting at the depth of their possible dissociation. After innumerable rounds of feedback, we were able to generate several promising TVC spots. The “Carousel” treatment below morphed into what became our “You Define You” Spot, plus my team had several others in play !
Still using mostly reworked stock imagery, we were able to home in what we wanted for a photgraphic style, using this to articulate content frames and eventually branded sequences and animatics, etc. We used these to put together some rough spots for testing and these were further refined with addtional POV attempts to see how the video work can “hang together” and feel cohesive within one singular campaign umbrella.
Below is a sample of one of the branded sequences we tried, where the VRAYLAR logo comes in over top of our heroes, and a large V animates in behind them tracking with the camera. The Symptoms animate in, and in the last frame the Gradient animates across the V, when “across the spectrum” is said
Additonal POV work for branded sequences, polished storyboards, Art cards, and later on, some ideas for musical direction…
We had to see how this Direction would integrate in a 360-degree digital scope, so my team was also tasked with a lot of tactical planning, then documenting this through comprehensive style guides…