Provide helps doctors finance, build, and buy practices of their own - including veterinarians! We previously created a brand film about a dentist, and Provide came back with a new story to tell. We built upon the story we established during the initial video and crafted a new story that lived within that world. We just expanded the universe a little more to include Isaac, a boy growing up to be a vet following a near-tragic accident.
Navigating the financial side of a passion can be tricky and exhausting - Provide makes it simple! Following a similar form as the first video with Addie, we knew we didn’t want to make Provide the hero. But we also knew we wanted to raise the stakes a bit more. Starting and running a small business is close to our hearts, so even though we’re not vets, we get it. And it was with that empathic curiosity that we strolled into Isaac’s world.
A boy and his dog. It’s a classic tale. But instead of the dog being there for his master, we let the boy and his vet do the saving. It’s not often we see a video for a brand that is willing to depict a dog being hit by a car, but we wanted to lower the audience with us so we could raise up the story together.
This is a defining moment in Isaac’s life that sets him off on a new trajectory. It’s the same feeling anyone with a passion can attest to. It’s that first intense moment where you realize you could make a difference, help someone, or simply enjoy being a part of something bigger than yourself.
We utilized the same general creative direction as the first video with Addy. We let the animation smoothly pass us through time as Isaac grows. We didn’t let the story get bogged down with jargon, buzzwords, or process.
This is a brand film. Key word: film. A story-first video with relatable characters representative of its audience. Isaac had to feel real and we couldn’t do that if it read like a traditional ad. The result was a video that didn’t just bring awareness. It also built a stronger trust on the foundation of true understanding.
and how the story was used in a story ecosystem
An expanded ecosystem! A new part of the Provide universe with a fresh character!
A character that represents another sect of Provide’s audience with a story that’s not simply focused on sales metrics.
And when it does come to sales, this video is the perfect handshake that says, “we get it.”
based on trust, not just metrics
This project forms one half of a pair of videos that don’t focus on process, but instead on understanding and relatability.
It also bridged a new set of videos with the Addie story previously created. This video was the first in a series of product videos that introduced a new cast of characters making use of different Provide services as part of their own respective hero’s journeys. (Isaac even shows up again in one of these videos about his mentor and her retirement!)
.jpg)
.jpg)
We followed a similar process as we did with Addie. We explored different stories and a multiverse of backgrounds Isaac could have.
We also had to illustrate a lot of fuzzy, feathered, and scaly friends for Isaac to help. (Don’t tell anyone, but that was one of our favorite parts of this project.) And of course seeing these little guys in motion just brought them to life! This was essential to maintaining a light-hearted, hopeful tone even when facing a scary situation.
with us.A strong partnership between organization and studio is the crux of great creation. We listen. We ask questions. We seek out the story hiding beneath the surface. Then we bring it to life through creative documentation.
