CNAO 2021 TV Commercial
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The CNAO is the National Obesity Associations Collective,
its purpose is to raise awareness among the general public
I was ask to direct a TV campaign, in which key objectives were to invite the people suffering
about the different diseases related to obesity.
I was ask to direct a TV campaign, in which key objectives were to invite the people suffering
from obesity or overweight to seek for medical advice.
I was delighted to work for a good cause from the writing to the final execution.
ROUGHBOARD
The main challenge was to find a design that delivers the message the more positive and empathetic way.
Avoiding being caricatural (and potentially mocking towards people suffering of overweight) was essential.
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Considering the several goals of the spot, my strategy was to split the message into 3 parts.
Each part is given one different dominant color to match the tone and colors of CNAO branding.
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The first and red part is warning the audience about the risks in a general tone of emergency.
The second and blue part is bringing back calm and serenity.
And the last part (green) brings the audience some easy solutions.
Client CNAO France / Johnson&Johnson
Producer Vincent Pellerin
Agency 87seconds
Artistic Direction & Illustration Julien Stecken
Copywriting Marie Cahuzac
Animation Julien Stecken
Sound design & Audio Mix Paul Asbati
Voice Over Magloire