Many people at this year’s TEDMED gathering expressed an affinity for and interest in the introductory video that began each day on stage. It was created specially for this year’s event, and we at TEDMED were proud of the way the video turned out – and we’re especially proud that delegates noticed the effort that went into creating a something special to prime Delegate’s minds for the ideas ahead.
Since there was such a strong reaction, we’d like to share more about the thinking and planning that went into creating this video.
When we met with our partners at TBWA\WorldHealth, a healthcare advertising agency responsible for helping us kick off this year’s gathering, we shared the themes from this year’s stage program, the history and background for our speaker lineup, and the event theme “Breaking Through,” which underpinned everything at this year’s gathering. TBWA\WorldHealth challenged themselves to weave these elements into the story in the video they created, and the result was a piece closely aligned with our programming and representative of elements of the event throughout; much more so than we’ve achieved in the past.
The agency was inspired by the provocative titles that highlighted the individual speakers and their talks: “Human Potential Maximizer,”“Spiritual Psilocybin Researcher,” and “Plant Butcher”, to name a few. The creative team set to work bringing these titles and themes to life with vivid imagery— what you SAW on screen, thanks in part to Getty’s vast library of incredible images. But what really pulled everything together was a strong emphasis on sound design—the sounds HEARD building over the course of the video.
The music in the video is more than a simple bed of sound. Like the world of healthcare itself, there are elements that repeat, interact, tie together, and build on each other to create a vibrant, organic whole. The result is sound and images that represent the various speakers and their disciplines (as an example, recall the hand unsnapping the bra, and the sigh that you heard — which evoke the “Science of Sex Journalist” in the “Human Explorations session). Like the individual instruments in an orchestra, the sounds combine and work in harmony to form the story of TEDMED 2015.
The video is posted below – we invite you to view it again and see how many of the images and sounds you can tie back to the speakers from the session. You’ll see the video in a whole new light.
We loved the smarts and style the agency brought to the production, and we have invited them to partner with us again next year. We’re looking forward to surprising each other — and you — in 2016! If you’re interested in learning more about the production or would like to get to know the TBWA/WorldHealth team —we’d be happy to make the connection.