Today is Concussion Awareness Day, which means it’s a great day to talk about our client Complete Concussion Mangement. Since 2016, Key West Video has produced four animated videos covering this network of healthcare practitioners. The group has a mandate to help patients safely return to normal activities, and it was our job to illustrate the business—literally! In this case study, we look at an animation created last year.
Get Your Head in the Game
This video kicks off with the Complete Concussion Management logo and branding. It’s an important way to establish familiarity so that when a viewer goes to the website, they know they’re in the right place. Sticking with established branding also means our video fit seamlessly into the existing marketing materials.
The opening statement voices the problem faced by the target market. Concussion sufferers can relate to how a head injury can negatively affect everyday life. The simple, character-driven animation makes the serious subject relatable without being too scary.
Animation is a great choice for a topic that’s abstract or difficult to shoot with live action. Throughout this video, we depict a concussion by using symbols that stand in for confusion or illustrate symptoms: rain clouds, blurry images, and unsteady footing. Showing a live actor getting hit in the head or falling down would be difficult and potentially upsetting for the audience. Animated characters make the situation easier to discuss.
Keep Your Eye on the Puck
The problem has been stated, so it’s time to segue into the role played by Complete Concussion Management. This part of the video covers the anatomy of a concussion. The injury is explained using easy to understand terms and related timelines.
With concussions defined, we can talk about related symptoms stemming from the trauma. This is where the client shows their expertise in the field. Once again, the intended audience should recognize themselves in the examples given. After describing the problems, Complete Concussion Management offers the solution: they have the tools to help you move past your concussion.
Head for the Finish Line
It’s time to bring this video home! Here’s where the viewer learns the specifics of how Complete Concussion Management works. We hear about the practitioners specially-trained to recognize and individually address ongoing issues related to concussion. A map is used to highlight clinic locations. The script talks about ease of accessibility and health benefit plans with animated logo examples. The video ends with a call to action telling the viewer how to take the next steps.
In less than two minutes, we were able to connect with the target market by relating to their concussion experience. Then we offered the solution for ongoing problems. The viewer has learned all about the Complete Concussion Management process and how to take advantage of the service.