Behind the Lens: Fight Back with Psoriasin

We were excited to collaborate once again with Plan B to bring their animation vision to life for a psoriasis product commercial. Over the course of the production day, a ten-person production team executed this unique project, which combined live footage, as well as a post-VFX team for the animation.

01. THE CONCEPT

The concept for this 30-second spot was to simply showcase how the product, Psoriasin, helps stop psoriasis flare-ups in their tracks. When storyboarding the concept, we were inspired to highlight the impact this product has on psoriasis-related pain, inflammation, and itching. Utilizing a compilation of animation and real-life actors, we wanted to portray the deep relief experienced by those who use this product.

VFX and animation were an integral part to the concept, as the client envisioned animation to depict a “psoriasis dragon slayer,” defeating the “symptom dragons.” We worked closely with our VFX team at Third Beacon Studios along with our illustrator Adam, at Adam L Design, to create organic movement within our animated character scenes. With these two elements of the video, we felt this concept would be easy to understand for people who could benefit from using this product.

02. THE CHALLENGE

First, the concept of the shoot required a three-in-one location for different scenes; a living room, a bedroom, and a rooftop bar. This was quite the task as it required a very specific type of space for our shoot. After lots of time and research, we finally found the perfect location with all the necessary elements. The chosen location featured a beautiful, modern style look with an outdoor patio space overlooking the Chicago skyline.

Second, we needed to create a realistic portrayal of a psoriasis flare-up on our talent’s skin. We met with our hair and makeup Areli Carbajal artist to conceptualize how we would approach this challenge. It was important for the skin to appear to be red and flaky to imitate a psoriasis flare. We utilized a mix of techniques of a heat gun, glue, and colored makeup to accomplish this and we were thrilled with the outcome.

03. THE RESULT

From ideation to execution, this was about a two-month-long production. The client was overjoyed with the result of this project and promptly shared it on all platforms. Overall, the spot was aired live on their website, and social channels including Youtube, CCTV, and other paid media sites.