omnipod
OmniPod is a tubeless, automated insulin delivery system for people with type 1 and type 2 diabetes.
Project: A college course challenged me to break a brand’s category conventions. I decided to create an ad concept for the insulin pump brand I use, OmniPod. As someone living with type 1 diabetes, I’ve always thought the advertising for insulin pumps was boring, adult-focused and lacking information about how the devices work.
Insight: 85% of diagnosis’s of type 1 diabetes occur before the age of 20 (Thomas et al., 2018).
Idea: Create an advertising campaign that targets the under-18 audience in a fun and playful way through the use of animated educational cartoons.
Style: Old-school animation, drawing inspiration from the illustrated look of Charlie Brown and Schoolhouse Rock.
Storyline: A product demo with a twist. An OmniPod user is changing their pump, but the main focus is the animated insulin drops as they set out on their “mission” to enter the user’s bloodstream. The audience sees the process of prepping the pump, putting it on and using the insulin delivery system.
Storyboard (copy only):
A refrigerator opens, and a hand grabs a vial of insulin from the shelf. Inside the vial, the insulin is animated as living droplets with the ability to speak. The insulin drops are excited to be leaving the refrigerator as they are finally being used for their purpose. The character, holding the vial walks over to a wooden table where a pre-opened OmniPod is sitting. The character pulls the thin sheet of paper from the plastic case that holds the pod, taking it out of the packaging. Instead of the normal syringe that is used to inject the insulin into the pump, it is a rocket ship with a needle at the top. The insulin is chattering with one-another as the user injects the needle of the rocket ship and pulls a handful of insulin drops inside. The drops can be seen inside the window of the rocket ship, ready to “blast off.” As the insulin is injected into the pod, flames erupt around the bottom of the rocket ship. The user is then seen pulling the flaps from the adhesive side of the pump and placing it on their lower stomach. While this is happening, the insulin continues to chatter about their “mission.” The pod begins its countdown period, in which is ticks out loud (something it normally does) five times before the tube is injected into the skin. During this time, the view changes to the layers of the skin, so the viewer can see where the tube sits under the skin. Once the tube is injected, a couple insulin drops are released into the bloodstream and accomplish their mission.