Fall 2014

ATION Digital Media Agency worked in collaboration with a local investment firm called CT Innovations. The CT Innovations team paired our agency with Umbie Dental, a cloud based dental organization company. Umbie asked us to produce a video that would be showcased at dental trade shows in order to spread awareness about their products to potential clients.

There were multiple steps to this project. First and foremost, we needed to establish concept ideas. We tested multiple ideas and narrowed them down to three possibilities: live action footage, graphics, and a combination of the two. In the end, the client went with the live action version.

The second step in our process was to write the script, which was critical for relaying the brand message. Before writing the script, we created a SWOT analysis in order to better understand Umbie’s strengths, weaknesses, opportunities, and threats. Next, we developed a brand analysis which allowed us to craft the right setting, as well as characters.

After the script was completed, we took advantage of one of the many benefits of being at a university and collaborated with the University of Connecticut’s acting department. The final video was split into 5 short segments. Each of the clips contains its own short story while still carrying an overarching theme throughout.

This format allows Umbie to play the clips back-to-back at trade shows so people walking by can catch a glimpse of what Umbie has to offer.