Brief
Client: Order of Physiotherapists (OFI)
Objective: Produce a six-video digital campaign to standardize the organization’s messaging and demystify physiotherapy for a national audience.
Constraint: High-fidelity production required on a restricted budget, with a strict mandate to remain neutral—avoiding the depiction of specific real-world clinics or individual practitioners to prevent conflicts of interest.
The challenges
The OFI faced a dual challenge: a fragmented brand identity and a lack of differenciation in their online presence. Traditional video production was cost-prohibitive and not feasible due to conflict of interest, yet generic stock footage failed to capture the clinical nuance of the profession. Furthermore, the guild’s internal regulations prohibited featuring specific professionals or locations. We needed a solution that felt deeply human but remained legally and visually anonymous.
Strategic Angle
The strategy was to overcome the limitations of physical production by developing a bespoke AI-driven visual language in the infancy of the technology. We went with a painterly, gouache-inspired aesthetic to achieve two goals.
Neutrality through Stylization: The “illustrated” look acted as a branding identity element, anonymizing the practitioners and environments while maintaining professional authority.
Human-Centric feeling: The stop-motion jitter provided a tactile, handcrafted warmth, countering the coldness of traditional AI and mirroring the physicality of physiotherapy itself.
Moodboard
A fusion of analog textures and modern motion. We started from the branding palette, to make a distinctive brand language, drawing inspiration from gouache techniques, and watercolor, towards impressionism. The goal was avoid hyperrealism, and inspire feelings through a digital medium, ensuring the technology was motivated by the storytelling and not the other way around.
We utilized Motion Capture (MoCap) to record specific therapeutic movements, ensuring clinical precision. These MoCap skeletons served as the structural foundation, allowing the AI to “skin” the movements with our custom painterly style without losing the integrity of the professional gestures being depicted.
The final frames were a breakthrough in AI Video Synthesis. By combining text-to-video and image-to-video workflows, we generated highly specific medical machinery and environments that don’t exist in stock libraries. The result is a consistent, repeatable universe where the practitioner is a symbol of the guild’s excellence rather than a specific individual.
