Case Study One Fondaparinux “How to Video”


When a self-injected drug to prevent blood clots went generic, the pharmaceutical company’s ad agency hired to create a “how to” video. The client tasked us with creating something very similar to an existing video (produced in NTSC – the traditional television standard – format) for the drug’s name-brand counterpart, but with new branding, and different actors and voice-over talent.


  • In the original video, the text had been typed onto the bottom of the screen. There was so much text, in fact, that it covered almost half of the screen, obscuring important action in the shot.
  • The assignment called for bilingual delivery in two separate videos
  • The video required both medical and home environment settings
  • We needed an actor willing to inject himself with a placebo drug for the demonstration portion of the video, making it imperative that we limit the number of takes.


Our first challenge also presented an opportunity. We decided to shoot the new video in a wide-screen HD format. When creating the storyboards, we moved the text to the right side of the screen, where it fits nicely. We tapped into our network to hire a bilingual actress, and we created a doctor’s examination room set in our studio. Her spoken words and actions there drove the piece. We filmed the placebo-injecting actor’s shot in a kitchen on location. We blocked it and lit it carefully, triple checked our focus, and got it right the first time. Everybody went home happy and healthy. This assignment also included product shots that needed to be re-photographed, as well as miles of scrolling legalese that needed to be included in the credits. delivered English and Spanish versions of the video, both on DVD and the Web. We completed the job on time and under budget.