Check out our Brand New Commercial Vignettes featuring Ada Health!
Introducing Ada Health
Ada Healthwas created to bring powerful and accurate symptoms assessments to the masses. Since 2016, their App and intelligent AI technology has helped millions all across the world access the healthcare guidance they need. In 2022, they came to Grey Sky Films to create a series of commercials to create brand awareness to help improve severe COVID-19 health outcomesin the US thanks to their new Ada Eligibility Questionnaire, which not only can indicate if users meet risk criteria for progression to severe COVID-19 – including those with pre-existing conditions like asthma, diabetes or COPD – but also help assess their eligibility for severe COVID-19 treatment. Thereafter, if eligible, Ada can also help users quickly and seamlessly connect to doctors via telehealth to learn about their treatment options.Creative Conceptualization of the Commercial Vignettes
This innovation needed to make a splash, and they wanted to create something lighthearted and memorable. During our creative research and development, we discovered that Ada was a real woman. Ada Lovelacewas an early pioneer of computer programming and led some of the earliest explorations of the potential for computers back in the 1800s. Her legacy is what inspires the team at Ada Health to use the power of AI to improve health outcomes – they named their company after her! We found that to be truly inspiring and immediately had the idea of bringing Ada to life.For this series of commercial vignettes, we wanted to hyper focus on the target audience – folks at high-risk for developing severe COVID-19. With guidance from Ada Health, we wrote commercial vignettes that featured four different individuals – someone with diabetes, someone with COPD, a senior, and a caregiver responsible for her elderly parent’s health. In each of these scenarios, the individuals exhibit signs of a cold, flu, or possibly, COVID-19. They don’t know that they are at high risk for developing severe COVID, so “Ada” enters the scene like a loving mother, offering her warmth, compassion, guidance and support. She is Ada Health personified. Then she hands each person a phone with the new Ada Eligibility Questionnaire, encouraging them to take it e. Each user then learns about their risk criteria and is able to assess eligibility for treatment and thereafter if eligible connect with a doctor via telehealth to learn about treatment options and get the help needed, fast. After a few rounds of creative pitching, the idea was approved and we jumped into pre-production!Pre-Production
Talent
With 4 different commercial vignettes to set up, this was a big production, and perhaps one of the most important pieces was finding the right talent. We needed to cast talent to be each of the high-risk individuals, and of course, we needed to find our Ada. We also needed to be mindful in terms of diversity in age, gender and ethnicity when it came to casting our high-risk individuals, because COVID-19 can affect everyone differently. Ada Health did a lot of research and discovered that certain ethnicities are more affected by certain pre-existing conditions, so we did extensive casting to find actors that fit the bill.
Wardrobe
While our high-risk individuals would be in comfortable, casual clothing, we really wanted to make Ada pop. Taking guidance from an illustration of Ada Lovelace on the Ada Health website, we incorporated a flower crown, and delicate, feminine textures to her clothing. It was our intention that she would be a beacon of hope, light and love in each of the spots. We also wanted to gently incorporate brand colors into the wardrobe design, so our stylist was mindful to pull through various tones and textures that matched. We aimed for more muted, or less saturated versions of their color palette, knowing that our set designer would also be bringing the brand colors into their designs.
Set Design
Because our intention was to film in only one location and be able to create four different “looks” out of the location, we chose Butter Tree Studios. They are flexible, spacious and have a plethora of shooting locations within one studio location.
Production
