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Takeda Pharmaceutical
IGI's adventure
The brief
Publicis Lifebrands approached me with a very interesting brief: "We need a comic and a film that young children will receive when they get diagnosed with PI, a rare immunodeficiency. Folders with long text will just go over their head. They will receive the comic together with the plush bear IGI. The plush bear helps them cope with the stress from the immune treatment."
A very interesting brief indeed.
Primary immunodeficiency
People with primary immunodeficiency have an immune system that does not work correctly. This means that people with PI are more likely to get and become very sick from infections.
There are more than 400 types of PI that vary in severity, which affects how early they are detected. In some cases, a person with a mild form may not find out that they have PI until adulthood. In other cases, the disorder causes problems in infancy and is found soon after birth.
These diagnosed kids spend a lot of time in the hospital when getting their medicine. The comic is one contribution to ease their life.
The story centers around Jamie and IGI the bear, where the kids can read about how it all started, how Jamie got diagnosed with PID, and the first time he meets IGI.
Character design
To accompany the comic, the kids also needed a film that they could show their classmates, so they understand what their friend is going through. With the extensive Adventure Time work I had recently finished I was looking for a design that could have been a Cartoon Network or Nickelodeon show. Here's some expression sheet that I and character designer Johan Sonestedt put together for the animation team.
The movie
As a director and editor, I balanced the storytelling between staying on budget and production schedule, while getting as much drama and action as possible. My team was distributed in 6 countries but luckily all in the same time zone.
In the story, Jamie's classmates Marco and Liza follow Jamie on his magical bear IGI inside Jamie's body to learn why Jamie sometimes can't follow to the swimming hall. And how the treatment is helping him fight nasty viruses and bacteria.
The brief
Publicis Lifebrands approached me with a very interesting brief: "We need a comic and a film that young children will receive when they get diagnosed with PI, a rare immunodeficiency. Folders with long text will just go over their head. They will receive the comic together with the plush bear IGI. The plush bear helps them cope with the stress from the immune treatment."
A very interesting brief indeed.
Primary immunodeficiency
People with primary immunodeficiency have an immune system that does not work correctly. This means that people with PI are more likely to get and become very sick from infections.
There are more than 400 types of PI that vary in severity, which affects how early they are detected. In some cases, a person with a mild form may not find out that they have PI until adulthood. In other cases, the disorder causes problems in infancy and is found soon after birth.
These diagnosed kids spend a lot of time in the hospital when getting their medicine. The comic is one contribution to ease their life.
The story centers around Jamie and IGI the bear, where the kids can read about how it all started, how Jamie got diagnosed with PID, and the first time he meets IGI.
Character design
To accompany the comic, the kids also needed a film that they could show their classmates, so they understand what their friend is going through. With the extensive Adventure Time work I had recently finished I was looking for a design that could have been a Cartoon Network or Nickelodeon show. Here's some expression sheet that I and character designer Johan Sonestedt put together for the animation team.
The movie
As a director and editor, I balanced the storytelling between staying on budget and production schedule, while getting as much drama and action as possible. My team was distributed in 6 countries but luckily all in the same time zone.
In the story, Jamie's classmates Marco and Liza follow Jamie on his magical bear IGI inside Jamie's body to learn why Jamie sometimes can't follow to the swimming hall. And how the treatment is helping him fight nasty viruses and bacteria.
Veronica Wallenberg
