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June 15, 2012, 11:11 a.m. by Taylor James - London
Taylor James reveal latest campaign for SIMPONI
Collaborating with healthcare agency DDB Remedy, London
Taylor James, London and New York based creative production studio; launch their latest multi-platform endeavour today; a full production campaign including two print images and a 2:30 minute live-action teaser, for the arthritis treatment SIMPONI.
DDB Remedy approached Taylor James with a concise creative brief surrounding the long-running brand identity for the drug; based on the usage and interaction of everyday items which arthritis sufferers find troublesome. The agency came to the Taylor James for the complete production solution, open to their recognised creative interpretation and confident they would get a high quality, photo-real result given the technical and production parameters. And the studio most certainly fulfilled their expectations!
Taylor James took the agency’s initial concepts and developed their ideas to provide a clean cut and most importantly photo-realistic result across both print and motion. They ran the production entirely in-house, enabling them to integrate live-action, photography and CGI (computer generated imagery) with post-production to achieve the most of the creative brief within tight production constraints. With both creative and technical skills under one roof in their London office in the middle of Shoreditch – hubbub of creativeness and technology - Taylor James were able to deliver high levels of realism and a top quality finish where the live-action and CGI techniques are indistinguishable from one another (http://www.taylorjames.com/realorfake?preview=true)
The campaign is another strong example of the key benefits an innovative and cross-disciplined creative production studio as Taylor James can offer in bringing a concept to life. For an insight into the Behind the Scenes on this project and how it all came together see the Taylor James website! www.taylorjames.com/project/simponi
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