BCCFP wanted to launch their rebrand with more than an announcement. The idea was the ripple effect of family medicine across BC, and there was about a month to make it.
A ripple is a poetic idea, and poetic ideas can easily drift into pretty pictures with no people in them. BCCFP wanted real people at the centre: family doctors and patients in the rooms where that care starts. All of it had to fit into two half-day shoots at two Vancouver locations.
We built the ripple into the edit, adding water transitions that carry it from scene to scene. The ripple never needed its own shoot day, so both half days went to the doctors and patients on camera.
Within a few days of kickoff, BCCFP had a mood board and a first draft of the script, which their team tweaked to fit their own tone and wording. On the shoot days we kept the camera on small moments between doctors and patients, like a teenager's check-up, and let the voiceover carry the bigger picture. The film went live with the rebrand on BCCFP's new brand story page, and we cut three social versions from it. A year later, the rippling logo we animated for the launch still closes the films we make for them.
