"REBIF LIGHT CAMPAIGN"
Director: Hemu Karadkar
Client: EMD Serono
Production Company: The Famous Group
A multimedia campaign for a pharmaceutical medication called “Rebif”. Rebif is used to treat certain forms of multiple sclerosis to decrease the frequency of relapses.
On the onset we set out to capture four unique still photo assets to be used across a wide range of applications. The idea behind the creative was to personify with the light trails, the freedom and movement possible with Rebif.
This was a highly technical shoot and in addition to stills, we also produced motion videos that were used as live event jumbotron / video banner assets. The still were all created in camera with custom-built LED props and very precise long exposures. The videos were filmed to match the still photos, with light trails added in post-production through an intricate visual effects process.
Final still and video assets can be found below, but the scope and breath of the project best comes across in the behind the scenes video.