Primespeak: A Niche Take On A Common Issue
Partnering with Playlab opened our eyes to a problem we didn’t know existed. In the dental community, there is an issue with something called “The Rejected Dentist Syndrome.”
Over time, dentists will sometimes get rejected by their patients when they suggest a treatment. It could be fear, stubbornness, or something else causing a patient to react negatively. This can cause a rift between dentist and patient, can cause the patient to avoid appointments, and worst of all, cause the patient to not do what they need to do to stay healthy. Dentists can become frustrated as the rejections build up, and begin to not even suggest treatments to avoid the pain of rejection.
Hey, it happens to all of us. Who wants to be rejected? Primespeak offers a communication course specifically for dentists to help them overcome the issues rejections cause and avoid limiting themselves.
The Challenge // ALIGN WITH THE PAIN DENTISTS FEEL
Rejection is painful and embarrassing, no matter who is dealing with it. Not only that, many dentists don’t realize it could be the reason behind why their business is faltering, or why their happiness is affected.
We worked with Primespeak and a script they provided to make sure we created a friendly animated video, an elegant way of saying to dentists, “Hey, we understand, and we want to help.” The biggest challenge was to ease into the message to make sure the viewer was comfortable and not feeling a threat to either their ego or their feelings with a sensitive topic.
The Solution // A Warm And Friendly Informative Video
While we wanted to open with the problem dentists face, we wanted to do it in a friendly, non-threatening way. Our 2D animated explainer video (with a twist) was the perfect method to do this. The twist was using a bit of humor in the visuals to take the edge off, keeping the mood light. A chill background music track helps keep things relaxed, and an Australian accent to match the country Primespeak is located also instills a familiar, welcoming attitude throughout. Fun characters that aren’t too serious but definitely aren’t too silly round out this unique project that we were pleased to be a part of.
Animation production: Yans Media
Style: 2d motion graphics
Creative Direction: Tigran Movsisyan
Story Board&Illustration: Anet Hovhannisyan, Gayane Hakobian
Motion Graphics: Gevorg Vardanyan, Tigran Movsisyan