April 22, 2024 | New Work
Unlocking New Solutions to Change Lives: Mode Project Brings AbbVie’s Culture of Discovery to Life in Digital Series
We merge authentic storytelling and design to create the latest episode of AbbVie’s ongoing digital content series “The Discovery Files.” From first-in-class blood cancer treatments to innovations in molecular profiling to help patients living with autoimmune diseases, each impactful story of discovery is brought to life through live-action doc style interviews blended with integrated custom design and animation.
Storytelling Partners
AbbVie turned to Mode Project as a trusted out-of-house production partner to their in-house marketing team and challenged us to tell a series of innovative impact stories through individual episodes of their new digital content series “The Discovery Files.” We were also called upon to create social promo content driving to each episode.
Our collaborative process leverages a longstanding partnership with the Fortune 100 company, including previous brand films, profile videos in other therapeutic areas as well as philanthropy and impact videos. This deep subject matter experience empowers Mode to navigate a highly detailed and intensely regulated industry while creating powerful authentic storytelling in a space where what “you must convey” needs to avoid “what you cannot say.”
A World Where Discovery Happens
Our series approach builds out the world where AbbVie’s discoveries deliver human impact every day in a way viewers can experience and feel for themselves. Each episode immerses the audience in the lab environment, where the latest story unfolds first hand from the scientists who are part of a dedicated team with a bold idea. Viewers are invited on a journey of perseverance through multiple failures, leading to hard-won “aha moments” and breakthrough solutions.
Our designers and animators are charged to add to the story throughout the creative process, designing elements from the ground up that can explain specific medical language and punctuate critical story points, all while maintaining a high level of design and consistency in the complex story.
“Our goal is to simplify complex concepts with visual storytelling that allows audiences to feel the power of the moment.”
- Brandon Newman, Assoc. Creative Director / Designer, Mode Project
An Ongoing Commitment - Chase Bold Goals
There is a unique opportunity with a digital content series to transcend a single success story and reveal the ongoing innovation brought about by AbbVie’s commitment to chase bold goals and unlock new solutions no one else has achieved. Mode Project is well suited to bring each episodic story to life while simultaneously channeling AbbVie’s overall impact consistently throughout the run of “The Discovery Files.” A run that has included a changing brand color palette as well as a call to evolve the nature of stories told to encompass not only eureka moments achieved, but process innovations setting AbbVie’s scientists up to make tomorrow’s big breakthroughs.
“Mode Project’s team of directors, designers, editors and producers remain fully engaged throughout each stage of production, a system tailor-made for a digital series where communication and branding goals must be achieved consistently throughout the run of episodes.”
- Tracy Heropkie, Executive Producer, Mode Project
Mode also crafts social promos that drive to full episodes on AbbVie’s site.
Creative Director Brooks Ruyle, who helms the effort for Mode, remarks, “It continues to be an amazing experience to follow these stories of impact and be part of telling them for AbbVie.” He adds that profiling breakthrough discoveries for a team dedicated to helping change many lives aligns well with Mode Project’s own mission to “Do some good along the way.”