Overview

We produced three commercials for BD Rowa to present their new "Smart Machine," a high-tech automated system for pharmacies. The machine streamlines the process of finding and dispensing medications with just a few clicks. Our creative core for all three films was to demonstrate the system's extreme ease of use through a humorous lens: the interface is so intuitive that even a child or a dog could operate it.

Challenges & Approach

The challenge was to take a setting—a pharmacy back office—and maximize its visual potential for a cinematic commercial look. Despite the limited location, we utilized anamorphic optics to give the "Smart Machine" a premium, high-tech presence. We focused on a playful, character-driven direction, staging the "unexpected operators" in a way that felt charming yet professional. This approach allowed us to bridge the gap between complex medical technology and effortless, everyday usability.

The result

The result is a series of three lighthearted, engaging commercials that effectively communicate the "Smart Machine’s" main selling point: simplicity. The client was extremely pleased with how we transformed a technical product reveal into an emotional and funny narrative. This project stands as a prime example of our ability to deliver high-end, anamorphic storytelling even within a confined commercial set, proving that technical products can—and should—be marketed with a sense of humor.