What exactly are the benefits of probiotics? Unlike other consumer products, we had to put some effort into educating the consumer about why they (or their kids) might need probiotics. Videos, especially animations, are easily consumed and easily shared so that was an obvious medium for getting the word out.
Talking about probiotics inevitably means talking about the digestive tract, which is a design challenge. We opted to go with some fun analogies and have the animations take place in other environments, namely the jungle and underwater, to keep the conversation light. The videos turned out to be informative, fun, and quick enough to communicate basic ideas. Success!
– art direction
Courage Bicycle Mfg. Co.