Extraterm throat lozenges
The challenge
Show how handy the lozenges are for an active life
Fitofarm is a national pharmaceutical company and one of Ukraine's top 10 drug makers by sales. Over the years it has earned the trust of hundreds of thousands of Ukrainians. Its product line includes several remedies that ease cold symptoms. While we were working together, the company was launching a new product — Extraterm lozenges. But the market is flooded with throat and cough products that all promise instant relief. Our team's task was to solve it on every front: show how handy the lozenges are in any situation and how well they work, to win over an audience that values effective solutions.
The result
Extra help in cold season
We started with an idea built around one line: “In a fast, active world, there's no room for a sore throat.” The core concept was to show how a lozenge eases a sore throat and gets you back to an active life. For that, we came up with a situation everyone recognizes: office routine, lots of tasks, an important presentation coming up — and there it is, an unexpected sore throat. But then an effective solution appears on screen: Extraterm lozenges. In production we focused on a few key elements. First, we used a courier character who delivers Extraterm lozenges on an e-scooter — fast, modern and always on time. And we played up the pack colors: the bright orange makes it memorable and ties it to an effective product. Second, in the first shots the viewer sees heavy rain and bad weather, and by the end the sun is shining, which quietly reinforces how well Extraterm works. Third, we used dynamic shots to hold the viewer's attention and once again strengthen the sense that the product works. The result: a bright, dynamic promo video for the campaign that conveyed the product's key benefits and showed how effective it is.
Credits
- Director
- Stas Hurenko
- DP
- Oleksandr Boiko
- Creative
- Vitaliy Sobolevskiy
- Producer
- Anastasiia Nesterova
- Production designer
- Nadya Yupiter
- 1st AD
- Denys Shvets
- Gaffer
- Innokentii Zapotichnyi
- Editor
- Borys Vasiutynskyi
- Motion graphics
- Nazar Shpilchak
- Playback
- Max Levchenko
