Client
Star Health Insurance
Date | Duration
2023
Creative Director
Rita Dhankani
Executive Producer
Mehul Mahicha
Challenge
Star Health approached us with a focused brief targeting a specific group from their audience, Fastag users.
Our main task here was to encourage them to opt for Starhealth’s Travel Insurance, promising a stress-free family trip for just 5 rupees!
Star Health aimed for us to make relatable characters and environments for their Indian audience, all while weaving an engaging narrative.
Ideation
When we initially reviewed the client’s brief, it appeared straightforward, but we sensed a crucial element was missing: the emphasis on the need for insurance.
The goal here was to emphasize the necessity of travel insurance and present StarHealth as the ideal, convenient, and budget-friendly solution to get your family insured even on the go!
After some internal brainstorming, we struck upon a solid idea that the client approved right away.
The one point of contention that arose during the initial phase was regarding the age of the son in the film.
While the client leaned toward portraying an older child, around 10-12 years old, we felt a younger child aged 5-6 better suited the dialogue and overall feel of the script.
As for the medium of the film, we had suggested using 3D animation, which was a fresh approach for both Star Health and their audience.
Production
The production phase started with us making sure the 2D backgrounds and 3D renders fit together just right, which took a lot of attention to detail. Figuring out the best camera angles for this was especially fun since they had to work for both the HD and Square versions of the film.
During this stage, our focus centered on internal character modeling and scene animation. Matching the car to our stylized characters posed a bit of a challenge, but it allowed us to infuse the vehicle with its own unique style.
Additionally, animating the car’s seat belts proved to be trickier than anticipated.
It was something that we had originally thought to simulate in but ultimately ended up being a manual process, an unexpected but rewarding touch-up to the project.
One challenging part was dealing with technical issues. We were using Maya software for animation, but we needed to do the final look and rendering in Cinema 4D. However, considering our 3D artists’ proficiency in both applications, it was a quick fix!
One main crucial point we needed to keep in mind while animating was to avoid portraying any negatives while emphasizing the need. This was to keep in line with Star Health’s guidelines, message, and user perception of the brand.
The idea was to make sure the visuals crafted a memorable, impactful experience of a father-son duo and their unspoke communications, to inspire users to take action!
Outcome
Our film crafted an experience resonating deeply with the target demographic, ensuring a sense of familiarity and connection among the Indian audience.
It managed to create awareness on personal accident insurance and its benefits establishing the urgency, convenience, and affordability, which prompted viewers to subscribe. This meant a great boost in Star Health’s marketing and sales efforts, a full-rounded outcome through and through!
Credits
Client
Star Health Insurance
Brand Director
Kashyap G
Agency
Vivi5 Studios
Creative Direction
Rita Dhankani
Executive Production
Mehul Mahicha
Art Director
Manas Pratim Sarma
Line Producer
Souharddya Basu
Script
Tanvi Shenoy, Rita Dhankani
Storyboard and Character Design
M Anantha Krishnan
3D Animatics, Modeling, Texturing
Koushik Sarma
Texturing, Material, Lighting, Look and Feel
Manas Pratim Sarma
Rigging
Kailash
Animation
Jay
Animation in-house
Koushik Sarma
Composting
Manas Pratim Sarma, Koushik Sarma
Animation Director
Rita Dhankani
Sound Studio
VoiceBox Productions