Moving Sets and Technocranes: Evolve Studios Choreographs a Patient’s Journey for Hancock Health

Well Done Marketing tapped Evolve Studios to produce and post produce a broadcast campaign for Hancock Health, an independent network offering advanced services from Indiana’s top doctors. 

The campaign includes a 30 second network spot which aired as a regional Super Bowl commercial. The technical seven-part sequence of moving sets takes viewers on a dynamic healthcare journey from home to hospital, and all the way back again.

The undertaking involved seamless integration between physical and digital sets, making the most of Evolve Studios’ partnership with world-class LED virtual production studio, Vū Network. The blend allowed Evolve Studios to realise Well Done Marketing’s vision in real time, with a first version completed within just 24 hours.

Elevating the creative to the maximum, Evolve Studios created a hyperreal world in which fantastical things are able to happen. In addition to the use of Unreal Engine, the team pushed the bounds of the physical studio space by bringing it to life through movement. Walls on wheels helped advance the narrative from one scene to the next, while a dynamic technocrane wove through the space and created unexpected transitions, diving into one prop and coming out another. Likened to synchronised swimming for filmmaking, talent, practical props, and virtual props all worked together in harmony, bringing disciplines together to forge something greater.

Director Jonathan Green comments: “When the actors came out, they couldn’t even tell what was a real physical set and what was digital. And then all of a sudden, things in the background started flying away like magic. I love to do things that have playfulness to them and that are design-forward, and so this was like the ultimate sandbox in which to do that.”

Alex Williams, account supervisor, Well Done Marketing, adds: “Working with Evolve Studios amped up our idea, which was really great, but Evolve Studios took it and ran with it. It’s an iteration of what we dreamed - it’s even better than what we dreamed - and we’re very very happy with it.”