Smith and Nephew

By
Mate Steinforth and Eben Mears
Format
Motion Capture

Advert for the Smith and Nephew wound management company

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Extras

Background

Smith and Nephew
A spot by PSYOP

Directed by Eben Mears and Mate Steinforth
3D by Florian Witzel (Lead), Alvin Bae, Jan Bitzer, Jae Ham, Miguel Salek, Jeff Dates, Rich Magan,
Jacob Slutsky, Jason Vega, Goo-Shun Wang, Lee Wolland, Andreas Gebhardt (R&D)
After Effects by Doug Purver, Jason Conradt, Elliot Blanchard
Produced by Michael Neithardt, Tarun Cahraipotra (assistant) Lucia Grillo (EP)
Designed by Mate Steinforth
Storyboard by Ben Chan
Music by Prison Diet

via Ogilvy, New York with Jonahtan Isaacs (CD), Tracy McFarlane (CD), Lisa Savage (CD), Melanie Baublis (EP), Chris Beeby, Keith Higbee

Analysis

This very artistic spot utilises motion capture to show how body movement can affect joints, creating strain, and thus, presumably, the need to manage joint pain.  See extra features for a making of video.