Case Study: Livi & Advids - Medical Product Demonstration Video For Promoting Virtual GP Consultations

Summary

This case study examines the production of a 19-second brand engagement video for Livi, a digital healthcare service providing National Health Service (NHS) appointments. The project's core challenge was to balance a playful "ad break activity" with the serious, trusted brand identity of a medical provider. Utilizing The Advids Clarity & Engagement Framework, our team developed a minimalist 2D motion graphics video that used a simple memory game to build a thematic bridge to "cognitive health," culminating in a clear call to action for Livi's video General Practitioner service.

The Challenge

Livi needed a short, high-impact video suitable for ad breaks. The goal was twofold: capture and engage a passive audience, and seamlessly pivot that engagement into awareness for their digital healthcare service. The primary challenge was tonal: how to create a "game" that felt lighthearted without appearing frivolous, which would undermine the credibility of the Livi and NHS brands.

The Solution

Advids designed a concise 2D motion graphics piece centered on a simple memory test. This concept immediately engaged the viewer and established a relevant link to health. We managed the tonal challenge by grounding the "playful" concept in a "professional" execution, using a minimalist vector art style and a clean color palette derived directly from Livi's strict brand guidelines. This strategy ensured the transition from the game to the service felt logical and seamless.

Client Profile

Livi is a leading digital healthcare provider that allows patients to see a General Practitioner by video. As a partner providing NHS services, Livi's brand identity is built on trust, accessibility, and professional medical standards.

Project Objective

To produce a 19-second 2D motion graphics advertisement that:

1. Engages viewers during a short ad break.
2. Creates a positive brand association linked to health.
3. Clearly communicates the Livi service and drives app downloads.
4. Strictly adheres to Livi and NHS brand guidelines.

The Advids Clarity & Engagement Framework

For this project, Advids implemented its specialized 2D motion graphics workflow, which prioritizes clear communication and brand integrity. This framework involves a multi-stage process of scripting, visual strategy, vector asset creation, and precision keyframe animation to ensure the final product is both engaging and perfectly aligned with client objectives.

Project at a Glance

| Feature | Detail |

| :--- | :--- |

| Client | Livi (Providing NHS services) |

| Agency Partner | Advids |

| Project | "Ad Break Activity" Brand Engagement Video |

| Video Type | 2D Motion Graphics/Explainer |

| Estimated Duration | 4 Weeks |

| Core Technologies | Vector Illustration Software, 2D Animation Suite (After Effects), Audio Editing Software |

| Collaboration Stack | Slack (Real-time Communication), Google Drive (Asset Management), Vimeo Review (Video Feedback) |

| Final Deliverables | 19-Second Broadcast & Digital Ad Spot |

Project Timeline

• Week 1: Kickoff and Visual Strategy
  • Milestone: Strategic alignment and script finalization.
  • Key Outputs: Livi_Ad_Script_V4.docx; Client-provided Livi_NHS_Brand_Guidelines.pdf.
  • Quote: "The aesthetic must be clean, accessible, and trustworthy. It's healthcare, not a mobile game."

• Week 2: The Critical Juncture: Brand Alignment
  • Milestone: Style frame approval.
  • Key Outputs: Style_Frames_Concept_B_V3.png (Approved minimalist vector concept).
  • Quote: (Internal) "The 'cognitive health' link is the perfect bridge. It justifies the game and makes the pivot to the service feel natural."

• Week 3: Animation and Pacing
  • Milestone: Approval of the animation timing.
  • Key Outputs: Animatic_Timing_Test_V2.mp4 (testing the game-to-service pivot).

• Week 4: Sound Design and Final Mastering
  • Milestone: Final video delivery.
  • Key Outputs: Final mastered video file, delivered in all required formats for broadcast and digital.

The Production Deep Dive: Crafting Clarity in 19 Seconds

Phase 1: Visual Strategy and Scripting: The Tonal Balance

• Goal: To establish a visual style and script that could navigate the "playful vs. professional" challenge.
• Process: The project began with intense script refinement. In a 19-second spot, every word matters. The Advids team focused on an "active" script that asked the viewer a question ("Fancy an ad break activity?") to draw them in.
• Workflow Action: Our visual strategy team proposed a minimalist vector style. We created simple, universally understood icons for "health"—an apple and a thermometer. This approach avoided any "cartoony" elements and kept the visual language clean and authoritative.
  

  (IMG ASSET 2)
  

  (Timestamp: 7s) The kinetic typography establishing the core "game" concept.

Phase 2: The Critical Juncture: Aligning "Playful" with "Professional"

• Goal: To gain client approval on a visual concept that met their strict brand identity requirements.
• Process: This was the project's most significant hurdle. The client was (rightfully) protective of their brand and its association with the NHS.
• The Brand Alignment Challenge: An initial, more illustrative concept (Style_Frames_Concept_A_V1.png) was rejected for feeling too informal. The Advids team pivoted, presenting a new concept (Style_Frames_Concept_B_V3.png) built entirely from the client's existing brand assets: their precise color palette, fonts, and icon style.
  

  (IMG ASSET 1)
  

  (Timestamp: 2s) The approved minimalist vector assets, establishing the "clinical but friendly" tone.

• Workflow Action: This new direction was immediately approved. It proved that the "game" concept could work, provided the execution was treated with the seriousness of a healthcare product.

Feedback Loop: Defining the Vector Aesthetic

• Client: "We've reviewed the first style frames (Concept_A). They are engaging, but they feel too 'playful' and illustrative. This feels disconnected from our app's User Interface and the NHS identity."
• Advids: "Thank you for the clear feedback. We understand the need for a tighter brand fit. We've prepared a new set of frames (Concept_B) that uses your official brand typography and a minimalist, icon-based style that directly mirrors your app's aesthetic."
• Client: "This is perfect. Concept_B feels authoritative and clean, but the concept is still engaging. This is the right direction."

Phase 3: Motion Design and Pacing: The Engagement Loop

• Goal: To animate the approved assets and perfect the timing of the pivot from game to service.
• Process: The animation itself was kept simple, focusing on flawless Keyframe Animation and Easing for the kinetic typography. The primary focus was on the pacing. We had to give the viewer time to "play" the game (remembering the color) and see the answer ("Purple") before we introduced the service.
  

  (IMG ASSET 3)
  

  (Timestamp: 15s) The crucial "bridge" message that connects the game to the service.

• Workflow Action: The strategic breakthrough was the insertion of the "Regular brain training is good for your cognitive health" line.

Feedback Loop: Honing the Strategic Pivot

• Client: "We've reviewed the first animatic (Animatic_Timing_Test_V1.mp4). The jump from 'Purple' to 'Need a GP?' is too fast and abrupt. It doesn't feel connected."
• Advids: "We agree. We need a bridge. We propose adding a 3-second line: 'Regular brain training is good for your cognitive health.' This thematically links the game to general health, making the transition to Livi's service feel like a natural solution."
• Client: "That's a great solution. Let's add it."

Synergy Analysis: Technology vs. Human Expertise

This project was not about complex technology but about strategic nuance. It highlights how Advids merges creative strategy with precision execution.

• Technology-Powered Contributions
  • 2D Animation Suite: Software like After Effects was essential for the crisp Kinetic Typography and smooth transitions (Easing/Interpolation) that define a professional brand.
  • Vector Illustration: Using vector software ensured all assets (logos, icons) were infinitely scalable and perfectly sharp, from a mobile phone screen to a broadcast television.

• Advids’ Visualization Craft (Human Expertise)
  • Brand Strategy: The human expertise to navigate a sensitive brand's "red lines" and find a creative solution (the "cognitive health" bridge) that satisfied both engagement and credibility goals.
  • Pacing and Editing: The human intuition to "feel" the pacing of the 19-second ad, understanding precisely how long to hold a frame to let the message land without boring the viewer.
  • Tonal Discipline: The creative discipline to not over-animate. The Advids team understood that for this brand, simplicity, and clarity were more powerful than complex effects.

Outcomes & Strategic Learnings

• Flawless Brand Alignment: The final video was a seamless extension of the Livi and NHS brands, reinforcing their identity as modern, accessible, and trustworthy.

• High-Engagement, Short-Form Content: The video successfully "gamified" an ad break, capturing audience attention and delivering a clear, memorable message in under 20 seconds.

• Strategic Pivot Success: The "cognitive health" bridge effectively linked the game to the service, proving that a playful concept can be used to promote a serious medical product.

• Creation of a Reusable Asset: The final ad serves as a high-value, evergreen asset that Livi can deploy across various digital and broadcast channels.

  (Timestamp: 18s) The final, clear call to action, achieving the project's core business goal.

Final Video