During the conceptualisation stages of this project, we had concluded that our narrative for both deliverables had to be extremely empathetic towards the people and that this should reflect the plight of the people who suffer from chronic pain. At the same time, we had to ensure that the two TVCs were different in tone and treatment. Hence, for Anatek Gel, we tried to evoke empathy for the people who suffer from chronic pain. For Abdan Tonic, we decided to use satire as our tone for narrative.

Another major aspect that we wished to portray through our TVCs was that the lives of these people are extremely restrictive. Thus, our first task was to develop the scripts for theTVCs and the content for the print marketing literature that did justice to this sentiment. Moreover, our scripts demanded that we shoot at multiple locations with a range of models. Putting together the cast and finalising the locations was a tedious task.

Nevertheless, our team accomplished this in no time. The completion of the task took a couple of weeks which included the conceptualisation, scripting, pre-production, shooting and editing for the film. Work on the print media creatives was also completed simultaneously.

At the end of these two weeks, the clients highly appreciated our work. But more importantly, after a few weeks, the sales figures of both the products had gone up considerably. This indeed was our true reward and the true measure of our work.