The heart of the message
Beth Fraser gives Nasacort an intelligent, accessible, appealing, and genuine voice.
I’d like to enhance her authenticity and appeal even more by adding motion and variety to her gestures, and creating a more conversational approach that includes Beth approaching camera, fluid camera moves, and refined information design that integrates even more closely with Beth’s performance.
For instance, one specific way I’d adjust Beth’s gestures is to have more of her motions echo the ways that people already naturally interact with existing handheld devices. You’ve already started down this road in the “Allergy Days” script, with Beth “swiping” the scenes in front of her. I feel that we can integrate more swipes, taps, and other existing device navigation gestures.
On the other side of these gestures, we’ll also improve the information design and animation, so that it seems to react to her movements in a more tactile way, e.g., tapping on a window brightens or dims it as needed, and floating windows react more closely to the speed and direction of her gestures.
I’ll dive more into our information design in its own section later. For now, my thought is that Beth is a great foundation for the campaign, and giving her a little more freedom to move will further enhance her naturalistic, conversational appeal.