UPMC : Tomorrow Anthem
Executive Creative Director
Working closely alongside with Grey & Townhouse, and Prettybird director Jodeb, I was able to direct and implement the visual language for all UI, holograms, and graphic elements through this four-spot campaign.
Tomorrow Anthem, the main spot of being long form for 1:00. Required in depth planning and approach as the production was shot in Kiev, running VFX shots to London, and final approval for VFX in LA. Communication was very crucial on attaining everything we would need to successfully accomplish our tasks.
Directing my teams from LA, NYC, London to simultaneously produce design, animated, VFX, and final composited results ending through flame.
UPMC is a leader in advanced medical technology and the goal was to ground the imagined near future in a way that didn't distract from the humanity of the underlying theme. To be able to visually support and compliment that many of these advances are closer than we think.
View Full Spot Here:
UPMC ANTHEM FULL SPOT
DESIGN PROCESS :