TBWA\Chiat\Day NY, Psyop, Viola Davis Convey "The Power of Answers" For Mayo Clinic

By

Robert Goldrich
Monday, Sep. 21, 2020

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Mayo Clinic continues to position itself as a beacon of hope for patients with its latest extension to the “You Know Where to Go” campaign in partnership with actress and activist Viola Davis who provides the voiceover.

This new piece titled “The Power of Answers” aims to visualize the impact of certainty on a mind consumed by the unknown.

TBWA\Chiat\Day NY and production company Psyop developed the images seen in the film taking inspiration from imaging tractography software (Trackvis), MRI data and 3D modeling. The result is a scientifically informed artistic interpretation of the power of an answer in a patient’s mind. Shane Griffin of Psyop directed.

Walter Connelly, TBWA\Chiat\Day NY executive creative director, said, “We wanted to fuse science and art to show the journey of the unknown to the known. The visualization of a beautiful collection of synapses firing was the red thread throughout the work, tying everything together. It illustrates the power of an answer, the power of Mayo Clinic.”

Credits

Client Mayo Clinic Agency TBWA\Chiat\Day New York Chris Beresford-Hill, chief creative officer; John Doris, head of integrated production; Walter Connelly, executive creative director; Shannon Murphy, associate creative director; Alli Walker, associate copywriter; Royston Ang, sr. art director; Ashley Veltre, associate creative director/art director; Holden Rasche, associate creative director/copywriter; Belen Aragon, associate art director; Ruganzu “Riggs” Howard, sr. producer; John Gibson, executive strategy director; Nus Madraswala, strategy director; Carlin Dixon, strategist. Production Company Psyop Shane Griffin, director; Andrew Linsk, exec producer; Angela Foster, sr. producer. Audio Wave Chris Afzal, audio engineer; Vicky Ferraro, exec producer. Music Human James Dean Wells, exec producer; Mike Jurasits, creative lead & sound design; Ed Dunne, composer; Jonathan Hubbell, additional arranging; Daryl  Pinsdorf, sound design.

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